context related filter of the_content

Hi,
I want to apply a filter on all instances of {name} in a post and expand that with details of a restaurant’s name address and rating etc. However, it needs to be expanded in different ways depending on whether it is found in a post, a normal page or a page being created to be iphone friendly.

How can I pass a parameter to my plugin so that it know which way to expand {name}?

HB