OBJECTIVES: To elicit the willingness to pay (WTP) of different stakeholders regarding different aspects of treatment of schizophrenia. METHODS: We conducted a survey of 259 Swedes with a serious mental disorder, 263 relatives of individuals suffering from a serious mental disorder and 528 people sampled from the general population. We designed a discrete choice experiment (DCE) to determine respondents’ WTP. Conditional logit was used to derive the WTP results.  RESULTS: The value of reducing the required frequency from every other week to once a month is 141 SEK per month for patients, 192 SEK per month for relatives, and 227 SEK per month for the general population. The value of reducing the required frequency from every other week to once every 3 months is 269 SEK per month for patients, 349 SEK per month for relatives, and 414 SEK per month for the general population. Accompanying visits every 3 months with a consultation about general well-being is worth 149 SEK per month for patients, 247 SEK per month for relatives, and 148 SEK per month for the general population. The value of being able to store medication outside a refrigerator at room temperature instead of in a refrigerator is 130 SEK per month for patients, 176 SEK per month for relatives, and 198 SEK per month for the general population.  CONCLUSIONS: There is a significant, positive willingness to pay for reduced injection frequency (at doctors’ or cliniques), not having to store drugs in refrigerator compared to storage at room temperature, and having consultation about general well-being every three months.