This is an interesting question. I guess the first answer is, who are you looking to impress? The people who matter, I think, are residency directors and other docs. And they can pretty well distinguish between name-based reputation and the school's actual quality. Plus, keep in mind that we're talking all top-10 schools here. The difference in reputation is negligible.
I think the only people who are going to be impressed by a name like Harvard or Yale over UPenn or something comparable are people outside the medical community. A friend of mine described this pretty well. She goes to UCSF and got in as an out-of-state, which is ridiculously tough. She also got into Harvard, Yale, Penn, Columbia, and Hopkins, but chose UCSF because she thought she'd be happiest there. When she tells regular folks where she goes, the reaction is almost always "oh, that's nice," instead of "wow! that's amazing!" But she decided she didn't really care.
Past all the questions about reputation, the biggest question for me in picking a school is where I'll be happiest. If I go to Hopkins but am miserable, its name recognition isn't going to be worth squat to me. I'd rather go somewhere I love, work hard, and match into a good program where I'll continue to be happy.
