November 20, 2025JAAPA

Of snakes and gods and medicine

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The exploration reveals historical figures in branding, suggesting a need for alignment with contemporary medical practice values.

Cultural symbols in medical branding may misrepresent modern healthcare values, creating potential misunderstandings.
The caduceus and Rod of Asclepius represent historical figures, implying values that can mislead current perceptions of healing.
Analysis of traditional symbols against the Georgetown Mantra reveals gaps between historical associations and present-day medical ethics.
This calls for a thoughtful approach to healthcare branding to better express current values of medical professionals.

O'Neill et al. (2025) studied this question.

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