My father, a clinical psychiatrist, tells me that he has read in the British Medical Journal (the publication linked in the OP) of a study that had drug names a

My father, a clinical psychiatrist, tells me that he has read in the British Medical Journal (the publication linked in the OP) of a study that had drug names as its variable. They gave many patients the same drug, but gave it to them under a variety of differently constructed names. He says that this study found that names beginning with X and Z produced a greater efficacy than any other letter. Unfortunately he can't remember anything else about it, I am working on finding out more. I know this is a lame excuse for not citing sources but still, its very interesting, and personally I trust my father :)