OBJECTIVES: Little is known about preferences for technological developments of women undergoing fertility treatments. This study aims to investigate the preferences for ovarian stimulating hormone (OSH) therapies of infertile women undergoing assisted reproduction, to determine the utility values ascribed to different attributes of OSH treatments, and to estimate women’s willingness to pay (WTP) for OSH. METHODS: A representative sample of ambulatory patients ready to receive, or receiving, OSH therapies for infertility were recruited from seven specialized private centers in six Autonomous Communities in Spain. Both WTP and conjoint analysis (CA) were used to elicit preferences. Attributes and levels of OSH treatments were identified by literature review and two focus groups with experts and patients. WTP valuations were derived by double-bounded (closed-ended) and contingent ranking methods.  RESULTS: 167 patients [mean age: 36 years (SD 4.2)] were interviewed. Most participants (53.9%) had a high education level (university degree), were married (77.2%), referred an estimated net income beyond €1500 per month (50.9%) and had paid between €501 and €1500 for their most recent hormonal treatment (57.6%). In 52% of cases, there was more than one cause of infertility (sperm related factors, 31%). Maximum WTP for an OSH treatment was €800 (median) per cycle, which exceeds previously reported cost per OSH cycle with combo therapies (€691.65), while 75% would pay €1500 or less. 56.8% were willing to pay additional €51-300 for a 1-2% effectiveness gain. Utility values (CA) showed that effectiveness (37.0) was the most valued attribute (costs 24.9; safety 16.5; information sharing with physicians 13.5). Cost of last OSH cycle and WTP shown positive correlation (r=0.203, p<0.05).  CONCLUSIONS: WTP for OSH therapies exceeds current cost. Additional WTP exists for 1-2% effectiveness improvement. Effectiveness and costs were the most important determinants of preferences, followed by safety and information sharing with physicians.