Who cares id its better for medicine? Its all about the name tag isn't it? Universities are branded like sportswear and cambs> oxford> imperial .
Imperial doesnt have any unique character like Cambs or Oxford. Nothing like that, not much of a history either. Perhaps waitng 100 years is a good option or turning the area around imperial into a medieval palace might rab some peoples attention. Or give it a space them or soemthing cool.