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Abstract: Objective To understand how rural and urban patients seek medical service information in Sichuan province. Methods A self-designed questionnaire was distributed randomly to patients who visited primary, secondary and tertiary health facilities in Chengdu, Yibin and Suining, collecting data in relation to their sources of medical service information, as well as the contents and credibility of the information. ResultsThe major sources of medical service information came from friends, past experiences and television programs, which were consistent with the most desirable access channels. The urban patients were more likely to trust (5.3%) and use (10.6%) the Internet to obtain medical service information compared with their rural counterparts (3.4% and 5.5%, respectively, P<0.05). The most sought after information concerned about medical staff, reputation and price. The rural patients were more likely to be concerned about price (26.7%) than their urban counterparts (20.3%, P<0.05). The choices of patients were likely to be influenced by advices from family members, relatives and friends, and doctors and nurses. The patients had a higher level of trust in doctors and nurses than their relatives and friends, but lower than their family members. ConclusionPatient choices are shaped by their medical service information seeking behaviors and advices from others. Targeted marketing strategies for urban and rural patients should be developed to channel patients to appropriate health facilities.