Marketing in the health professions is a topic of considerable disagreement. A large scale survey in 1981 indicated strong physician opposition to any form of advertisement to obtain patients or promote services. High response rates to mail questionnaires indicated intense physician interest. A follow-up survey performed five years later revealed remarkable changes including tacit acceptance of physician and hospital promotional activities, and increasing usage of marketing techniques as a standard medical practice. While physicians still believe that patients select services without regard to cost and that it is difficult to advertise quality care, physicians are increasingly aware of the fact that marketing techniques are being utilized to promote high caliber care at cheaper rates. If the current trends continue, marketing will become an integral part of medical practice in the near future.