Frank MacPherson on Fixing Reputation & Rethinking Search

In this episode, Frank MacPherson of ChristianaCare shares a grounded, operator-level view of what’s actually changing in healthcare marketing and what teams need to do about it.

From the rise of zero-click search and AI-driven discovery to the reality that patients are often choosing between care and no care at all, Frank breaks down the forces reshaping patient acquisition. He also shares a practical case study on how his team transformed their online reputation, and why some of the most impactful work in healthcare marketing isn’t flashy.

This is a conversation about adapting in real time, staying focused on what matters, and building strategies that reflect how patients actually behave today.