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In the early 1990s, a pharma campaign dramatically rewired how the public understood depression. Here’s how it happened—and why it worked. Before they launched the campaign, pharma did market research on what people believed caused depression, says psychiatrist Dr. Joanna Moncrieff, author of “Chemically Imbalanced.” “They asked people: ‘What do you think depression is caused by?’ And one of the options they gave to people is: It's caused by a chemical imbalance or some sort of biological abnorm
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In the early 1990s, a pharma campaign dramatically rewired ho…
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