Pharmacists have been working to help patients better manage their health through disease state management (DSM) programs. Because third party payers have been reluctant to provide reimbursement for these services, pharmacists are starting to bill the patient for payment. A better understanding of who to target and how much to charge for DSM programs would be beneficial to pharmacists in developing and providing these programs. OBJECTIVE: The purpose of this study was to determine what factors influence patient willingness to pay (WTP) for a diabetes DSM program. METHODS: One hundred fifty-five adult patients with diabetes were surveyed by mail on the following factors to determine their effect on WTP for a diabetes DSM program: patient satisfaction with pharmacy services, health care utilization (hospitalizations and emergency room visits), perceived need for DSM, and sociodemographic factors. RESULTS: Patients were willing to pay on average $27.80 (SD=$31.80) for a one hour diabetes DSM consultation with the pharmacist. A regression model revealed that several factors significantly (p<.05) influenced patient WTP. Patients who were likely to pay more for a diabetes DSM had a greater perceived need for the service (p=.004), had more emergency room visits (p=.0001), were more likely to be male (p=.009), were more likely to be older (p=.046), and had higher incomes (p=.001) This model was significant (p=.0001) with 32 percent of the variance explained. Although patient satisfaction was not significant, it was positively correlated with WTP. CONCLUSIONS: The project results may be useful to pharmacists when determining the level of payment for services, as well as targeting specific individuals and tailoring DSM programs to meet diabetic patients needs.