cross-posted from: https://exploding-heads.com/post/87104
While searching in the late 1990s for ways to encourage primary care doctors to prescribe its newly-released antidepressant Zoloft (sertraline)—instead of presenting peer-reviewed scientific research—Pfizer teamed up with a marketing whiz named Howard Kroplick, who devised a simple checklist that created a sense of certainty and accuracy around a mental illness diagnosis.