Conjoint analysis is a technique that can help healthcare providers understand patient and physician preferences for new services. It involves surveys that ask respondents to choose their preferred option among combinations of service attributes, revealing which attributes are most important. For example, a cancer center used conjoint analysis to understand what patients value in a genetic testing service. It identified attributes like cost, results turnaround time, and benefit statements to include. This allows optimizing the service design and pricing strategy to maximize appeal before launching.