Right, so the normal way to do this is to have a table of services as opposed to just a multiple choice drop down box within the field properties. Then the user would choose a service and lookup fields would bring down the Service Headline and the Service Descriptions fields. In the relationship you would set the "Proxy" field for the field [Related service to be the Service Headline field.
If you have existing data in this app to be converted to the new method, I suggest that you contact me and I can get the existing data converted to use the relationship.
I would definitely need help to make this happen. I'm not sure how to get a table into the field properties. I have four applications that would need this done. Would there be a fee associated with the conversion?