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This issue’s topic is the resilience of pharma’s reputation — to the outside observer, the industry may appear like it’s down, but it’s far from out.

Jameson Fleming, MM+M editor-in-chief

When it comes to consumer perception of pharma brands, favorability toward individual companies has largely remained unchanged over the past decade. 

Morning Consult data shows that only Johnson & Johnson and Bayer have had notable declines since 2017, with the rest of the 10 largest pharma brands either stable or enjoying small increases in net favorability. 

That said, it feels like pharma’s reputation isn’t where the industry hoped it would be. That boils down to the industry failing to capitalize on the momentum created by rapidly producing multiple COVID-19 vaccines. 

That was nothing short of a scientific grand slam, and yet these companies couldn’t maintain the trust and favor they had curry with consumers. 

Morning Consult data shows the vaccine makers — Pfizer, Moderna and J&J — scoring improved net favorability during the pandemic before regressing back toward their competitors as time went on.

And given that’s been the biggest story in medicine over the past half decade, if those key companies struggle to maintain their gains with consumers, the whole industry suffers as a result.

Jack O’Brien, MM+M managing editor 

Big Pharma’s reputational slide over the past few years has been a gradual and, perhaps, inevitable consequence of the end of the public health emergency in May 2023.

Since then, survey after survey indicate Americans have largely returned to their pre-pandemic grievances with drugmakers: high prescription drug costs, access issues and a general mistrust of healthcare institutions.

Yes, rampant medical misinformation has fueled antipathy toward drugmakers, but the general public wasn’t exactly jazzed about pharma companies prior to 2020 either. 

Last year’s presidential election served as a wholesale rebuke of the domestic status quo — Robert F. Kennedy Jr.’s confirmation as HHS Secretary underscores as much.

However, Big Pharma endures. 

The industry’s collective reputation remains largely unchanged from pre-COVID levels: not great, but also not abysmal.

Drugmakers continue to face widespread public mistrust or apathy, contributing to calls for DTC ads to be banned, for a more empowered federal government to negotiate drug prices, for “clean” vaccines, the list goes on.

Yet in the court of public opinion, pharma continues to have it better than its two key rivals: insurers and pharmacy benefit managers (PBM). 

The healthcare industry writ large is faced with the old sports cliche: “What have you done for me lately?”

Pharma and biotech companies have made a concerted, effective effort to market themselves as creators bringing something new and meaningful to the table.

Over the past five years, pharma has brought mRNA and CRISPR technologies, CAR-T therapies, combo vaccines and ADCs to market with resounding success.

Also, don’t forget about GLP-1s – the most lucrative, potentially “everything drugs” out there.

Meanwhile, their intraindustry adversaries have struggled to articulate their value proposition. 

If doctors and hospitals provide care, drugmakers create cutting-edge medicines, then what do the “middlemen” do?

Assuming pharma continues to leverage this existing dynamic to hammer PBMs and health insurers as impediments to care, they will maintain their staying power.

Drugmakers aren’t out of the woods, but they’re closer to the treeline than some may like to acknowledge.

Lecia Bushak, MM+M pharma editor

PatientView’s annual report examines pharma’s reputation through the eyes of patient advocacy groups, and has found a continuous decline since the industry’s peak of goodwill during COVID-19.

In its most recent report released in April, which surveyed 2,546 patient groups globally, PatientView found that the number of groups that believed pharma had a “good” reputation dropped by four percentage points between 2021 and 2024.

There are numerous factors at play, with one respondent noting that “we believe that the industry is distant from patients.”

Drug pricing issues lie at the center of that decline in positive sentiment. 14% of patient groups said pharma had a decent reputation when it comes to developing fair pricing, a 2% drop from 2023. Only 17% of groups said pharma had a “good” reputation for pricing transparency.

As the world has shifted its focus from pandemic to pricing, pharma has a role to play in finding new ways to make drugs more affordable and accessible, and pricing more transparent.

There are certain players who continue to stand out, including ViiV Healthcare, Roche and Gilead Sciences, according to the PatientView report. ViiV Healthcare ranked highest in reputation for all companies in both 2023 and 2024, and Roche held the top spot for Big Pharma companies in 2024, with Gilead first in 2023. What are they doing well that other players can learn from?

There’s plenty of fodder here for healthcare marketers to seek new and innovative ways of connecting with patients and the public in general to better define pharma’s role in society in 2025 and beyond.

Heerea Rikhraj, MM+M reporter 

A key part to unlocking pharma’s perception is understanding how patients are responding to health information. A special report from Edelman about Trust in Health and Science from earlier this year found that the general public has become increasingly worried that medical science is becoming politicized in the U.S. 

61% of respondents in the U.S. say that the private sector, governments and NGOs hurt their ability to access quality healthcare, indicating that the public values access to services.

The report also found that youths value health information from friends/family and social media just as much as HCPs. 

When it comes to pharma, 92% of patients who participated in an ixlayer’s study of direct to consumer platforms said that their perception of pharma would improve significantly if they provided access to services like physician consultations, or easier access to lab results. 

Nearly half of patients complained having to use multiple platforms through DTC platforms to access pharma care. 

Ixlayer cofounder and CEO Pouria Sanae noted that the industry is facing a crisis in confidence in healthcare, with 19% of Americans trusting the system, according to Gallup, and xInsights data.  

“What’s striking is that, even with all pharma does to support patients, nearly 80% want more: more access, more ease — more digital-first solutions to help them get the care and medicines they need. In 2025 and beyond, patients won’t just appreciate direct-to-patient health solutions from pharma — they’ll expect them.”

From the August 01, 2025 Issue of MM+M - Medical Marketing and Media