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Both intensified competition and greater consumer participation in the choice process for healthcare has increased the importance of advertising for health care providers and seriously challenged many of the preconceptions regarding advertising. This study investigates the effectiveness of advertising under conditions of high and low involvement using the Elaboration Likelihood Model to develop hypotheses that are tested in a 2 x 2 x 2 experimental design. The study findings provide insights into the influence of message content and message source on consumers categorized as high or low involvement. It was found that consumers classified as high-involvement are more influenced by a core service-relevant message than those consumers classified as low-involvement. Moreover, a non-physician spokesperson was found to have as much or more influence as a physician spokesperson regardless of the consumers' involvement level.

This article explores three key questions regarding the “new-old.” concept of relationship marketing. The question of “what.” is answered by recognizing a firm’s need to keep rather than simply acquire customers through mutually beneficial, interactive networks. The question “why.” focuses on the bottom line and, again, the mutually beneficial character of relationships. The question of “how.” identifies three key components for implementation: selective acquisition of customers, designing value propositions, and individualized or customized attention. Thus, the focus should not be on the exchange process, rather it must be on developing and perpetuating relationships. As a consequence, marketing practitioners and theorists must reevaluate the strategies used in the attempt to secure a successful presence in the marketplace.