educationethicswellness-tech

The Placebo Problem: What 3D-Scanned Insoles Teach Us About Wellness Tech

mmasseur

2026-01-27

10 min read

What Groov's 3D-scanned insoles reveal about placebo effects in wellness tech — and how therapists should ethically evaluate and communicate about unproven products.

Hook: Your client swears new insoles cured their pain — now what?

Clients come into your treatment room ready to believe. They arrive with a glossy box, a startup name, and a story: “I scanned my feet with an iPhone and these custom insoles fixed my knee pain.” For today's massage therapists that simple sentence sparks a cascade of practical and ethical questions: Is the product helping, or are we watching the placebo effect in action? How should you evaluate a flashy consumer health device like the Groov 3D-scanned custom insoles? And how do you communicate about unproven wellness tech without losing trust?

The Groov story in 2026: a case study of placebo tech

In January 2026, The Verge’s review of Groov — a direct-to-consumer startup that sells 3D-scanned custom insoles — became a focal point for a broader debate about modern “placebo tech.” A reporter described the experience: an iPhone scan, a tailored-looking product, and premium pricing. The equipment and marketing create a plausible story: personalization, advanced scanning, and a sense that the product was made “just for you.” But as reviewers pointed out, the scientific evidence supporting the specific claims was thin. Groov’s product illustrates a recurring pattern in consumer health devices: modern production values and good UX can amplify expectations, and expectations can drive real, measurable benefit through the placebo mechanism.

Why this matters for massage therapists

Clients will ask your advice about consumer health products — you are a trusted source.
Recommending or reselling items with weak evidence can affect outcomes, reputation, and legal exposure.
Understanding how placebo effects interact with manual therapy helps you design better intake processes and measurable treatment plans.

What the placebo effect really means in 2026

The placebo effect is not “just in the head.” It’s a complex biopsychosocial response where expectations, context, prior experiences, and the therapeutic relationship change perception and sometimes physiology. In the 2020s, research clarified that placebo effects are stronger in subjective outcomes — pain, fatigue, mood — and that well-designed contextual cues (branding, personalization, clinician confidence) can amplify them.

Key 2025–2026 trends that influence placebo strength:

Personalized marketing and on-demand diagnostics (like smartphone foot scans) increase perceived legitimacy.
AI-driven personalization promises tailored interventions, which boosts expectation even absent rigorous evidence.
Heightened regulatory scrutiny in late 2025 pushed some companies to soften explicit health claims, but indirect cues remain powerful.

Two important takeaways about placebo effects

Placebo responses can produce real symptom change — particularly for pain and subjective outcomes common in massage therapy.
Placebo is a clinical tool, not a gimmick — but using it ethically requires transparency and patient-centered communication.

How to evaluate a wellness tech product (the 10-point checklist)

Before you recommend, resell, or incorporate a device into your practice, run it through this practical checklist. Use it during supplier conversations and in your client intake protocol.

Mechanism plausibility: Is the claimed mechanism scientifically plausible? (E.g., do 3D scans + soft materials logically correct biomechanical faults?)
Peer-reviewed evidence: Are there randomized controlled trials or independent studies, ideally peer-reviewed?
Blinding and controls: Were studies blinded and did they use appropriate sham devices or comparators?
Effect size and clinical relevance: If studies exist, are the benefits clinically meaningful (not just statistically significant)?
Independent replication: Are results replicated by groups unaffiliated with the company?
Regulatory status and claims: Does the product make medical claims? Has it faced regulatory scrutiny or enforcement?
User safety and contraindications: Are there documented harms, recalls, or safety advisories?
Transparency and conflicts of interest: Does the company disclose funding, reviewer relationships, or affiliate programs?
Practical integration: Does it fit your scope of practice and local licensing rules (podiatric orthoses often require specialist oversight)?
Outcome measurement feasibility: Can you measure outcomes (pain scales, function tests) to test effectiveness for your client?

Practical approach: evaluating Groov-style 3D-scanned insoles

Apply the checklist to the Groov scenario:

Mechanism plausibility: Custom insoles can alter foot mechanics, which may change load distribution. Plausible, but clinical benefit depends on specific pathology.
Evidence: If there are no blinded RCTs comparing Groov insoles to sham insoles or standard orthotics, clinical claims are weak.
Scope of practice: Massage therapists should avoid dispensing orthoses as medical devices unless trained and licensed to do so; collaborate with podiatrists or PTs.
Outcome tracking: Use baseline and follow-up measures (pain scale, functional tests) to see whether the client improves beyond a placebo-duration expectation.

Client intake: scripts and documentation

Your intake process is the best place to neutralize false expectations and create measurable outcomes. Use brief, practical language that honors the client’s experience while setting realistic expectations.

Sample intake questions about consumer tech

“Are you using any wearable devices, insoles, or consumer health products right now?”
“What specific changes did you expect from that product?”
“Have you seen any clinical tests or professional recommendations for it?”
“Are you currently working with a podiatrist, physical therapist, or physician about this issue?”

Sample communication scripts

Use these short scripts to communicate clearly and ethically.

“I’m glad the insoles helped you — what matters is that you feel better. To be fully transparent, the evidence for this specific product is limited. I can help you track your symptoms over the next 4–6 weeks to see if the improvement continues and discuss other proven strategies alongside the insoles.”

“I can’t prescribe medical orthotics here. If we think you need structural changes to the foot, I’ll refer you to a podiatrist or physical therapist who can assess and collaborate.”

Designing an N-of-1 trial in your clinic (simple 6-step protocol)

An N-of-1 trial is a pragmatic, ethical way to test whether a device or intervention benefits a particular client. It’s especially useful when group-level evidence is weak but the client is invested.

Baseline: Record baseline pain (0–10), function (timed walk, sit-to-stand), and activity logs for 7–14 days.
Intervention period: Use the insole or device for a pre-defined period (e.g., 2–4 weeks).
Monitoring: Daily symptom diary and weekly objective tests.
Withdrawal or sham: If feasible and ethical, compare with a period using a standard insole or no device.
Analysis: Look for consistent change greater than minimal clinically important difference.
Shared decision: Use results to inform whether to continue, adapt, or refer.

Business implications: pricing, licensing, and partnerships

Therapists often monetize recommendations or resell consumer products. In 2026, four practical business rules protect your practice and reputation.

1. Licensing and scope of practice

Each jurisdiction sets scope of practice for massage therapists. Custom orthotics and medical device prescriptions are commonly outside scope. If you plan to assess foot mechanics at a deep diagnostic level, ensure you have adequate training and clarify the limits to clients. When in doubt, refer to or partner with licensed podiatrists or physical therapists.

2. Pricing and disclosure

If you resell a product or receive affiliate income, disclose it clearly. Clients value transparency. A simple disclosure on your intake form or website — e.g., “I earn a small referral fee for some products I recommend” — maintains trust and avoids conflicts of interest.

3. Liability and documentation

Document product recommendations and the rationale in your chart notes. If a client reports adverse effects, timely documentation and referral protect client safety and reduce legal exposure.

4. Brand partnerships — set boundaries

Partnerships with startups are appealing but can expose you to reputational risk if the product later proves ineffective or is subject to regulatory action. Terms to insist on:

Clear science-backed materials for clinicians
Ability to trial products with a return window
Written disclosure of any compensation

Ethical communication: balancing hope and honesty

Ethical communication is not cold skepticism — it’s collaborative truth-telling. You can acknowledge a client’s positive experience and still be transparent about the evidence.

Principles to follow:

Respect client autonomy: Present options, evidence, and uncertainties so clients make informed choices.
Avoid overclaiming: Don’t attribute mechanistic certainty where none exists.
Use shared decision-making: Invite the client into a plan that includes monitoring and back-up options.

How placebo-aware practice improves outcomes

Recognizing placebo mechanisms lets you harness therapeutic context ethically. Small changes in communication, environment, and ritual can improve outcomes without deception:

Clear explanations about treatment goals
Consistent follow-up and outcome measurement
Positive but realistic framing of expected benefits

These are not tricks — they are care-quality interventions that research shows improve subjective outcomes when used transparently.

Future predictions (2026 and beyond)

Expect the consumer wellness market to evolve along two parallel tracks in the coming years:

Advanced personalization with stronger evidence: Some companies will combine large-scale trials with AI personalization, producing devices that demonstrate consistent benefit in blinded designs. Payers and clinicians will favor these.
More placebo-optimizing consumer tech: Other startups will continue to sell experience — sleek hardware, personalized marketing, and storytelling — without rigorous evidence. Regulatory attention and savvy clinicians will sort winners from Hype.

As a therapist, your competitive advantage in 2026 will be your ability to interpret evidence, run pragmatic in-clinic tests, and communicate ethically. That skillset builds client trust and distinguishes your service from an uncritical reseller.

Practical tools you can use tomorrow

Start small. Here are three immediate actions you can take to manage placebo-prone consumer tech in your practice.

Create a 2-minute product-policy script — Add a short paragraph to your intake form that asks about consumer devices and outlines your policy on reselling and referrals.
Adopt a 4-week outcome pathway — For clients using a new device, set measurable outcomes (pain scale, activity level) with a 4-week review date. If no improvement, discuss next steps.
Build one referral relationship — Partner with a podiatrist or PT for co-management when a product crosses into medical orthosis territory.

Sample intake text you can copy

Use this wording on your forms and website:

“We welcome information about any consumer devices you’re using (wearables, insoles, apps). We do not prescribe medical orthoses in this clinic. If a product may affect your structure or require medical diagnosis, we’ll collaborate with your podiatrist or physical therapist. If we recommend a product, we’ll explain the evidence and any compensation we receive.”

Closing case vignette: a balanced outcome

Client A, a 42-year-old runner, bought Groov-style 3D-scanned insoles and reported less knee pain after two weeks. You documented the baseline pain and functional tests, agreed on a 4-week outcome pathway, and coordinated with a local PT. At week four the pain reduction persisted but the PT identified hip weakness contributing to load patterns. Together you combined targeted therapy with continued insole use and monitored progress. The result: improved function and a satisfied client — achieved through measurement, collaboration, and honest communication rather than a single product “fix.”

Final thoughts: be the trusted filter between hype and health

Consumer wellness tech will continue to be a double-edged sword. Products like Groov’s 3D-scanned insoles show how slick design and personalization can produce real subjective benefits — sometimes because of placebo dynamics, sometimes because of genuine biomechanical change. Your role in 2026 is to be a trusted interpreter: verify claims, measure outcomes, and communicate with honesty. Doing so protects your clients, strengthens your practice, and helps the profession grow in authority.

Call to action

Ready to make your practice placebo-aware and evidence-driven? Download our free Therapist Tech Evaluation Checklist and a ready-to-use 4-week outcome pathway template at masseur.app/resources (or your practice portal). Join other therapists in our continuing-education webinar on evaluating wellness tech — next session in February 2026. Audit one product you currently recommend this week and document a 4-week plan for one client.

masseur

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.