OBJECTIVES: We use discrete choice experiment to analyze which attributes (quality, access, and price) influence patients’ choice between health care providers. We also estimate the willingness-to-pay of respondents for the improvement of health care characteristics. METHODS: Data was collected via household survey conducted by face-to-face interviews in Hungary, 2010. Respondents were selected based on multistage random probability method. In total, 1037 respondents filled in the questionnaire. In DCE, eight choice set for the physician and eight for hospital services were presented to the respondents in the form of alternative and basic profiles that contained combinations of attributes of health care services. Attributes and attribute levels were developed on the basis of literature review. For the analysis binary probit regression with random effects was used including attribute differences as well as interactions of attribute differences and socio-economic characteristic as independent variables. Marginal rates of substitution (MRS) were calculated to indicate the willingness-to-pay of the respondent for the improvements in the attribute levels. RESULTS: The response rate of the survey was 67%. Significant negative regression coefficients (p<0.1) of the interactions between price and social economic characteristics show that respondents from a village or the capital, with low education and bad health status were more sensitive to changes in the price attribute when choosing between health care providers. MRSs show that respondents are willing to pay the most for the good skills and reputation of the physician and the attitude of the personnel, followed by modern equipments and maintenance of the office/hospital. Access attributes (travelling and waiting time in front of the office) were less important. CONCLUSIONS: DCE method is useful to reveal patient preferences, and might support the development of evidence-based and sustainable health policy on patient charges in Central-and Eastern European countries.