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This paper aims to investigate what sources of information consumers are utilizing when they are selecting physicians, and if there are any differences in the types of sources they evaluate when searching for information for themselves versus searching for someone else (e.g. loved ones).

Focus groups and personal interviews were conducted based on a convenience sampling approach.

Consumers no longer depend on subjective sources such as word of mouth (WOM), but also look at objective internet sources. When searching for information for somebody else, consumers refer to more sources and prefer objective sources of information, such as the internet. When searching for loved ones, consumers spend more time and effort as they want to give the best possible advice.

The study focused only on baby‐boomers. Hence, the results may not be extended to other segments. Hospitals and other not‐for‐profit groups providing health care information should make attempts to provide information about physicians' services on the internet. Health care marketers should recognize that searching for information for self versus searching for loved ones is not similar.

Health care marketers can begin investigating the necessary means of how consumers are searching for information for self versus searching for loved ones. They should put in place mechanisms to identify whether a consumer is searching for information for self or for somebody else. Consumers are now referring to the internet‐based information sources and not just WOM.