OBJECTIVES: To assess the preference and value of benefits of atomoxetine (ATX, Strattera) relative to OROS-methylphenidate (OROS-MPH, Concerta) as a once-a-day medication for the treatment of children with attention deficit hyperactivity disorder (ADHD). METHODS: The study employed discrete choice analysis to derive willingness-to-pay (WTP) as a measure of preference, based on treatment attributes substantiated to positively or negatively distinguish ATX from OROS-MPH. Attributes included provision of symptom control throughout key periods of the day, duration of treatment lag-period prior to best drug response, controlled drug status and adverse side-effects, including insomnia and fatigue/feeling weak. To gain the societal perspective, respondents (N=101) were parents who did not have children with ADHD. Based on objective education material provided to them, respondents were asked to imagine an additional child in the family who was diagnosed with ADHD and that the child's physician was now suggesting they consider options available for the medication of their child's ADHD symptoms. Respondents were then asked to make pair-wise medication choices between a fixed scenario representing OROS-MPH and 12 alternatives, including a scenario representing ATX. Comparisons were designed to elicit trade-offs in order to determine preferences. Inclusion of a cost attribute allowed determination of WTP. Statistical analysis used logistic regression (primary logit) models and the main analysis excluded irrational and non-traders. RESULTS: Rational traders (n=85) were willing-to-pay an incremental cost of £145.11 [95%CI: 77.64-249.26] per month for ATX over OROS-MPH. A demand curve indicated that 82.1% of respondents would choose ATX over OROS-MPH at zero incremental cost and 79.3% would choose ATX at an incremental cost of £15. Provision of symptom control throughout the day, controlled drug status and insomnia were significant drivers of choice. CONCLUSION: This study indicates significant preference among parents and a WTP for the clinical benefits and the non-stimulant drug status of ATX.