## Table 3 |
||||||

Patient preferences for the whole sample (n=174) |
||||||

Whole sample |
||||||

Regression^{1} |
Incremental
WTP^{2}(£) |
Their preference is for: |
||||

Value |
(SD) |
Value |
(SD) |
|||

ASC_{SURGERY} |
Coefficient | 1.4200 |
(0.253) |
458.06 |
- |
Surgery (compared with current situation) |

ASC_{CREAM} |
Coefficient | 2.8700 |
(0.398) |
925.81 |
- |
Imiquimod cream (compared with current situation) |

COST |
Coefficient | −0.0031 |
(0.000) |
- |
- |
Decreased cost |

CHANCE |
Mean | 0.1090 |
(0.018) |
35.16 |
(38.71) |
increased chance, 82% of respondents |

SD | 0.1200 |
(0.022) |
||||

MILD SIDE EFFECTS |
Mean | 1.3800 |
(0.314) |
445.16 |
(541.94) |
mild side effects (compared with severe, 79% of respondents) |

SD | 1.6800 |
(0.282) |
||||

MODERATE SIDE EFFECTS |
Mean | 0.8390 |
(0.265) |
270.65 |
(199.68) |
moderate side effects (compared with severe, 91% of respondents) |

SD | 0.6190 |
(0.396) |
||||

NORMAL APPEARANCE |
Mean | 1.0200 |
(0.265) |
329.03 |
(267.74) |
normal appearance (compared with severe change, 89% of respondents) |

SD | 0.8300 |
(0.333) |
||||

MODERATE CHANGE
IN APPEARANCE |
Mean | 0.5400 |
(0.345) |
174.19 |
(548.39) |
moderate change (compared with severe change, 62% of respondents) |

SD | 1.7000 |
(0.274) |
||||

Number of respondents |
174 | |||||

Number of observations |
2765 (=171 respondents *16 choices +1respondents*14 choices+1 respondent*8 choices+ 1 respondent*7 choices) | |||||

Log-likelihood |
−2013.9 | |||||

Adjusted Rho-square |
0.333 | |||||

LR statistic |
2047.47 |

^{1}The preferred model is a MLM and presents all characteristics (apart from ‘COST’,
‘ASC_{SURGERY}’, ‘ASC_{CREAM}’) as random and independently normally distributed. The simulation process is based
on 500 draws. All coefficients (either fixed or random) and the standard deviations
of the random coefficients are statistically significant at 95%. ^{2}WTP estimates are based on the regression results in column 3 and rounded to 2 decimal
places. The standard deviations are in parentheses. Marginal WTP for a unit change
in a treatment characteristic = (mean coefficient of characteristic)/-(coefficient
‘COST’), with SD = (SD of characteristic coefficient)/-(coefficient ‘COST’).

Note: Alternative specific constants (ASC) for surgery (ASC _{SURGERY}) and for cream (ASC _{CREAM}) show the preferences of these alternatives relative to the current situation, everything
else being equal.

*Key: SD = standard deviation, WTP = Willingness to Pay, LR = Likelihood Ratio*.

Tinelli * et al.*

Tinelli * et al.* *BMC Dermatology* 2012 **12**:19 doi:10.1186/1471-5945-12-19