Consumer preference and willingness-to-pay for direct-to-consumer mobile-teledermoscopy services in Australia

Snoswell, Centaine L., Whitty, Jennifer A. ORCID:, Caffery, Liam J., Kho, Joanna, Horsham, Caitlin, Loescher, Lois J., Vagenas, Dimitrios, Gillespie, Nicole, Soyer, H. Peter and Janda, Monica (2022) Consumer preference and willingness-to-pay for direct-to-consumer mobile-teledermoscopy services in Australia. Dermatology, 238 (2). pp. 358-367. ISSN 1421-9832

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Objective: To investigate consumer preference and willingness to pay for mobile teledermoscopy services in Australia. Methods: Consumers who were taking part in a randomised controlled trial comparing mobile teledermoscopy and skin self-examination were asked to complete a survey which incorporated a discrete choice experiment (DCE) and a contingent valuation question. Responses were used to determine their willingness to pay for mobile teledermoscopy services in Australia and their overall service preferences. Results: The 199 consumers who responded were 71% female and had a mean age of 42 years (range, 18–73). The DCE results showed that consumers prefer a trained medical professional to be involved in their skin cancer screening. Consumers were willing to pay AUD 41 to change from a general practitioner reviewing their lesions in-person to having a dermatologist reviewing the teledermoscopy images. Additionally, they were willing to pay for services that had shorter waiting times, that reduced the time away from their usual activities, and that have higher accuracy and lower likelihood of unnecessary excision of a skin lesion. When asked directly about their willingness to pay for a teledermoscopy service using a contingent valuation question, the majority (73%) of consumers selected the lowest two value brackets of AUD 1–20 or AUD 21–40. Conclusion: Consumers are willing to pay out of pocket to access services with attributes such as a dermatologist review, improved accuracy, and fewer excisions.

Item Type: Article
Additional Information: H.P. Soyer reports grants from Medical Research Future Fund; is a shareholder of MoleMap New Zealand and e-derm consult GmbH, and undertakes regular teledermatological reporting for both companies; is a medical consultant for Canfield Scientific and MetaOptima Technology; is a medical adviser for First Derm, and has a medical advisory board appointment with MoleMap New Zealand. All other authors declare no competing interests. FotoFinder Systems GmbH were involved in the development of the mobile teledermoscopy app used in this study. Funding Information: This study was done as part of a National Health and Medical Research Council (NHMRC) partnership research project on behalf of Queensland University of Technology and The University of Queensland, in partnership with FotoFinder Systems GmbH, the Princess Alexandra Hospital Foundation, Melanoma Patients Australia, Queensland Institute of Dermatology, Skin & Cancer Foundation Australia, and the Dermatology Departments of the University of Graz, University of Arizona, and Memorial Sloan Kettering Cancer Center. This study was funded by a research grant awarded to M. Janda from the NHMRC (APP1113962). M. Janda is funded by a NHMRC Translating Research Into Practice fellowship (APP1151021). H.P. Soyer is funded by a Medical Research Future Fund Next Generation Clinical Researchers Program Practitioner fellowship (APP1137127). L.J. Loescher has partial support from the University of Arizona Cancer Center Support (NIH/NCI 5P30 CA023074-36). J.A. Whitty is supported by the National Institute for Health Research Applied Research Collaboration East of England.
Uncontrolled Keywords: cancer,choice experiment,dermoscopy,melanoma,questionnaire,teledermoscopy,dermatology,sdg 3 - good health and well-being ,/dk/atira/pure/subjectarea/asjc/2700/2708
Faculty \ School: Faculty of Medicine and Health Sciences > Norwich Medical School
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Depositing User: LivePure Connector
Date Deposited: 06 May 2021 00:03
Last Modified: 21 Apr 2023 01:01
DOI: 10.1159/000517257

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