We have just returned a fascinating paper that reported the reaction of the people of Bergamo when the city’s main hospital was renamed in honour of the local priest who became Pope John XXIII. The authors assessed the decision to rename from a brand marketing perspective and the paper also included a very interesting history of the association between religion and medical care.
The findings? Well, essentially there was little adverse reaction from the good citizens of Bergamo. John XXIII is evidently revered by many in Lombardy and already has a major thoroughfare with some pretty chic shops on it dedicated to his memory in Bergamo, so maybe a hospital wasn’t much of a leap.