The design of relevant message routing strategies that provide reliable communications between different healthcare actors is deemed among one of the most challenging requirements to enhance QoS in eHealth applications. In this paper, we propose a data and context-driven model that aims to support the design of personalized, intelligent and adaptive eHealth message routing policies. Our model is suitably complying with HL7 v3, an international standard for healthcare information exchange. In the proposed model, we highlight the sensitivity of routing services applications to message, source and target ecosystems contextual information. We point out the relevant HL7 Reference Information Model (RIM) elements that are related to our research objective which is to deliver the message to the right healthcare provider with respect to the required delays for message reception, reading and reply, according to the content of the message and to the clinical and social situation of the patient. Moreover, we include AmI to make the routing policy intelligently adaptive to context changes at run-time.