Pfizer’s stated purpose to pursue "breakthroughs that change patients, lives" could not have rung truer over the past 12 months, as the pharma company discovered, tested, and rolled out a vaccine that has effectively stopped Covid-19 in its tracks. But how will the company uphold such a lofty commitment post-Covid? And how does it juggle this new-hero dynamic with persisting misperceptions around “big pharma”?