OBJECTIVES: Although preference research originated in consumer market research, preference elicitation methods increasingly gained attention in healthcare over the last decade. Information on patients’ perceptions and trade-offs can inform decision-making in different stages of the medicinal product life cycle. However, uncertainties regarding the application of preference methods in healthcare remain as it is not always clear how to adjust methods appropriately for elicitation of patient preferences.

METHODS: A scoping review is performed to identify novel concepts on preference elicitation in consumer context, that may offer innovative applications in healthcare. The applicability is assessed by comparing with the current standards for patient preference methods, set by the Food and Drug Administration (FDA), the Medical Device Innovation Consortium (MDIC) and ISPOR Conjoint Analysis task forces.

RESULTS: Five concepts are identified with promising value in healthcare: simulating alternatives, self-reflection, feedback-driven exploration, separated (adaptive) dual response and arranging profiles in blocks. The common thread between these concepts is the aim to resemble the real-life decision process of the patient as closely as possible, allowing to elicit ‘true preferences’. The outcomes of preference studies adopting these concepts confirm that preference elicitation experiments that resemble the real-life situation, result in more accurate measurements.

CONCLUSIONS: The process of acquiring information about new available products by consumers before deciding about buying a product, strongly resembles the process of patients familiarizing themselves with benefits and risks before deciding on their preferred treatment option. Meeting patients’ informational needs and creating a real-life decision context wherein patients have time to self-reflect, could potentially improve preference elicitation in healthcare.