Anyone used conjoint analysis for healthcare pricing research?

Question

We're trying to figure out how patients weigh cost vs. convenience for out-of-pocket services. Wondering if conjoint is overkill here or actually worth it.

Related reading:The Premiumization Paradox: How Consumer Goods Brands Are Winning Loyalty in an Era of Inflation-Driven Trade-DownsInside the Digital Health Disruption: A Conversation with Dr. Priya Venkataraman on Market Research in Healthcare's New Era

Amara Okafor · Answer

Conjoint is absolutely worth it here — it's actually one of the best use cases for it since patients rarely make cost-vs-convenience tradeoffs explicitly. We ran a discrete choice experiment for an urgent care client using Qualtrics conjoint with around 300 respondents and got really clean willingness-to-pay estimates. Just keep your attributes tight (5-6 max) so respondents don't fatigue out.

Anyone used conjoint analysis for healthcare pricing research?

1 Answer

Your Answer

Related Content