Industry watchers say, however, that 2021 is presenting a rare opportunity to notch that rating upward. Among them is Bain & Co. partner Jane Gonnerman, part of the firm’s healthcare practice.

“The work that the pharmaceutical industry has done has been remarkable,” she said, noting that the race for a Covid-19 vaccine is a shining example of how Big Pharma “has done quite a bit to help the country.” As a result, she said, we are coming upon a “once-in-a-generation opportunity for the industry to elevate the message and continue [to stress] the positive effects of the extraordinary work they do.”