Pharma’s reputation has been battered in recent years, and Americans have never had a lower view of their prescription providers. Unfortunately, this is not simply an image issue. This viewpoint most certainly contributes to the challenge pharma companies face in recruiting participants into their clinical studies. While the industry had seemed unable to shake its negative image, there is now reason to believe the attitude of the public is shifting. The main reason for the turnaround is, surprisingly, COVID-19.