The changes are being driven by a new way people are thinking about pharmaceutical companies. But the past year, which has included months of intense news coverage of COVID vaccines, has given pharmaceutical companies a new place top of mind. (The maker of the third vaccine available in the United States, Johnson & Johnson, had even higher name recall, but it was already widely known because of its consumer products.) As a result of these changes, pharmaceutical companies are likely to put more efforts into reaching out to consumers directly. One in three respondents told us they now think of pharmaceutical companies as being similar to household name brands like Nike and Amazon.