At the first level, if a patient goes to a doctor the expectation is the doctor should do something to help. If the doctor says, "sorry there is nothing I can do" the patient will likely leave unhappy and try a different doctor. This leads to things like prescription of antibiotics for viral infections. There is no effective treatment, but patients leave happier with a useless treatment than with a denial.
One thing ignored in the article is that, in this role as a placebo prescription, a longer course of antibiotics outperforms a short course. That is because a longer course gives a viral infection a longer time to clear up on its own.