The importance of care and innovation for human health has never been more widely recognized by society than it is today due to the recent and unpredictable impact caused by the COVID-19 outbreak. The pharmaceutical industry has always played a significant role by investing in the development of new drugs to support people’s health and lives. However, it is also considered as one of the industries that is least committed to society. This is perhaps due to an inability or ineffectiveness in communicating the value of pharmacological innovation for the good of patients, government healthcare goals and humanity’s social well-being in general. This document endeavors to take a closer look at some of the main challenges being faced by the industry today and what might be done to overcome them from an image and reputation perspective.