OBJECTIVES: The objective of the analysis is to evaluate the willingness to pay for topical psoriasis treatment in Denmark. METHODS: A stated preference method - discrete choice experiment (DCE) was applied as a postal survey to 700 members of the Danish Psoriasis Association. The respondents were asked to choose between two hypothetical treatment options. The treatment options were described by six attributes: Number of products, frequency of application, visual effects, non-visual effects, three types of side effects and monthly cost. Through logistic regression it was possible to extract the willingness-to-pay of each attribute and for specific marketed treatment options (defined by these attributes). RESULTS: The survey had a high response rate (73%, or N = 510), and showed the highest willingness-to-pay for avoidance of two named side effects (irritated skin and thin skin) followed by visual effect of the treatment. After adjusting results of the logistic regression model for income, the willingness to pay for the best possible treatment option relative to the worst possible treatment option was DKK 4443 ( = €597) per month. The willingness to pay for for a newly launched topical treatment option containing calcipotriol and bethamethasone (Daivobet) would thus be DKK 4043 ( = €543) compared to an estimated monthly treatment cost of DKK 683 ( = €92). Thus, the societal welfare gain of a month of Daivobet treatment is DKK 3360 ( = €452). CONCLUSION: The survey showed high willingness to pay among a group of Danish psoriasis patients, especially for avoided side effects and effective treatment. For a single product (calcipotriol/bethamethasone(Daivobet)), the willingness-to-pay proved more than fourfold as high as the treatment cost.