Betegek terápiás preferenciáinak feltárása és ellátásának javítása conjoint analízissel és költség-haszon elemzéssel

The purpose of the Medic Sphere research project conducted by the Budapest Business School Zalaegerszeg College of Business Administration was to implement decision-making models based on healtheconomics principles in order to explore better outputs and results and to identify the prevention of unfavourable trends and poorer outcomes. Primarily, we tried to rely on the method of the cost-benefit analysis which expresses both the costs and the gains in cash value. The goal of the cost-benefit analysis research group was to, accordingly, find or implement a method which enables the measuring and monetary/financial capturing of benefits as perceived by patients generated by the different features of health products and services. This study presents such a version of conjoint analysis and its theoretical application that – unlike the analyses in the field that define the commonly used rankings and scores–applies patients’ reservation prices for ranking preferences. The results can be beneficial for supporting the evaluation of different therapy alternatives starting from the current treatment of the patient, considering changes in costs and benefits of the patient and applying the decision map which is a widespread tool in health-economics.