Applying Conjoint Analysis to Explore the Preference of People in Choosing Self-Pay Health Check-up Services

OBJECTIVES: With the increasing aging population and life expectancy, health check-ups, utilizing a range of medical equipment for comprehensive examinations, have gained prominence in disease prevention. Various factors, including location, contents, and costs, play pivotal roles in individuals' choices regarding health check-ups. However, understanding the relative importance of these factors remains limited. This study applies Adaptive Choice-Based Conjoint analysis (ACBC) to discern the primary considerations influencing individuals when selecting health check-up options.

METHODS: Collaborating with health check-up practitioners, we developed an online ACBC survey encompassing seven attributes with a total of 22 levels. Hierarchical Bayes analysis was applied to compute relative importance scores and part-worth utility using Sawtooth Software.

RESULTS: The survey involved 214 respondents, with 54.7% having no prior self-pay health check-up experience and 45.3% having undergone self-pay health check-ups at least once. Among all respondents, the most influential factor in health check-up choices was the price of the health-check package (relative importance score: 44.53%), followed by the time required for the examination (16.47%), selection of health check-up items (11.97%), associated services (10.28%), equipment quality (8.86%), health check-up center's level (4.75%), and center reviews (3.14%).

CONCLUSIONS: The ACBC method, adaptable based on respondent answers, effectively reveals preferences. Key factors influencing choices include the price, completion time, and selection of items within the health-check package. Health check-up center managers should prioritize these attributes to attract a broader customer base, with subsequent consideration given to equipment quality and additional services.