Pfizer says it won't put "huge price" on coronavirus vaccine

Yes, but: Bourla still said a vaccine is a "huge commercial opportunity," so Pfizer's definition of a fair price may differ from consumer advocates'.

• Pfizer's best-selling drug is a vaccine, and the company has been criticized for raising its price.

Between the lines: The pandemic has taken some of the heat off the pharmaceutical industry's pricing tactics, and drug manufacturers are making an aggressive push to "refurbish their public image," Kaiser Health News reported last month.

• Some of the industry's "strict critics ... are slowing down their criticism now," Bourla said during the conference. "Now is a great opportunity to reset all this."