In recent years health care delivery has placed increased emphasis on patient input. However, much of the research addressing patient satisfaction and quality of care suffers from inherent methodological difficulties, or an agenda determined by the provider, not the consumer. Of particular neglect has been the considerable, and often, preferential use of non-conventional therapy, recently shown to have an enormous presence within the U.S. health care system. This study employs a multidimensional scaling methodology as an explorative tool to examine, from the consumer's viewpoint, the issues that underlie the positive perception of the quality of health care delivery. Three principle dimensions are identified: personal-impersonal doctor patient relationship; scientific vs holistic approach; and the balance of control between doctor patient. Correlation of sociodemographic and broad based health care seeking data with respect to these dimensions furthers understanding of gender bias, and non-conventional therapy utilization. Suggestions for moderation of these attitudes are discussed.