Objectives Contingent valuation (CV) is an economic technique used to estimate how much individuals are willing to pay (WTP) for things that aren’t usually bought or sold. This pilot study applied CV to assess WTP for outcomes associated with cancer information and support services to inform future cancer care economic evaluations.
Sample and setting A sample of 100 Australians with lived experience of cancer (N=100) was recruited via an online panel in May 2025.
Procedures Participants completed a structured online survey that elicited WTP for 3-month improvements in eight cancer care outcomes: empowerment, psychological distress, unmet needs, healthcare navigation, quality of life (QoL), social isolation, community participation, and carer burden. Sociodemographic data were also collected. Descriptive statistics were used to summarize WTP values.
Results In the prelimiary analysis, participants had a mean age of 53 years (SD 17); 54% were male, and 55% reported household incomes above $78,000. Thirty-eight percent had previously contacted a telephone cancer information and support service. Willingness to pay varied by outcome: 80% were willing to pay for improved QoL, while only 30% were willing to pay to reduce loneliness. Median WTP was $400 for increased community participation, and $100 for reducing unmet needs, improving navigation, and alleviating loneliness. Only 4% of respondents reported difficulty completing the survey.
Conclusion and clinical implications This pilot study demonstrates the feasibility of using CV to quantify the monetary value of cancer care outcomes. Findings suggest that individuals place higher value on outcomes related to social engagement than on other supportive care domains. These insights can inform the design of a larger-scale CV study and cancer care economic evaluations.