It appears that the 78% figure is derived from hidden data.

FORBES: PhRMA Is Not Effective in Improving the Image of the Pharma Industry

It does mean that there are powerful treatments hidden in the way good doctors talk to their patients and that we need to figure out ways to study them.

FORBES: The Medical Power of Ritual

The same fundamentals apply in opening puzzle boxes from Hakone, Japan: something appears impossible to circumvent until you figure out the secret, and locks, just like the secret boxes, are all about hidden secrets.

FORBES: Japanese Secret Boxes: The Coolest Security Puzzles for Kids and Adults