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Why do so many people say they don’t trust prescription medications — but fill their cabinets with supplements that have almost no evidence behind them? As a physician, I’ve noticed this pattern again and again. Patients tell me, “I don’t want to take medication,” yet they’re taking 15 supplements a day. It’s not hypocrisy — it’s human psychology. We crave control, certainty, and a sense of agency over our health. “Natural” feels safe, familiar, and pure. Medicine feels industrial, cold, and full of side effects. But this story we tell ourselves — that natural equals better — can lead us to ignore what’s proven and chase what’s comforting. In this video, I explore: 0:00 - my patients are taking more supplements than ever before ⚕️1:05 - people take supplements to decrease symptoms or (hyper)optimize some facet of their life 🧠2:32 - supplement marketing taps into our need for control, with various metrics like sleep scores and HRV or ongoing symptoms. It also taps into our fear of uncertainty with ongoing symptoms or illness 💧4:21 - supplement marketing taps into our subconscious desire for purification 🌿 5:54 - supplement marketing hacks the psychology of “natural = good” and “artificial = bad” 7:44 - my closing reflections I’m not here to tell you what to take — I’m here to help you understand why we believe what we do. 🎬 If you found this reflection helpful, subscribe for more videos that explore the psychology of medicine and the hidden stories behind how we make health decisions