Physician preference items (PPIs) are high-cost medical devices on which clinicians express firm preferences with respect to a particular manufacturer and a specific product. The aim of this research is to understand what are the most important factors, as well as their relative importance, in the choice of new PPIs (that is, hip or knee prosthesis) adoption on behalf of orthopaedic clinicians in Italy.

Based on a literature review and clinical experts’ opinions, we identified a number of key factors (for example, health technology assessment (HTA) recommendation) and their corresponding levels (for example positive HTA recommendation). We administered an online survey to hospital orthopaedists using two experimental techniques for preference elicitation (that is, discrete choice experiment (DCE) and case 1 best-worst scaling (BWS)). BWS data were analysed through descriptive statistics (that is, best-minus-worst score) and conditional logit model. A mixed logit model was applied to DCE data, and a willingness-to-pay (WTP) was estimated. All analyses were conducted using Stata 16.

A total of ninety orthopaedists (95% male; mean age: 52.8 years) were enrolled in the survey. In BWS, the most important factor was ‘clinical evidence’, followed by ‘quality of products’, ‘HTA recommendations’ and ‘previous experience’, while the least important was ‘cost’. DCE results suggested that orthopaedists prefer high-quality products with robust clinical evidence, positive HTA recommendation and affordable cost, and for which clinicians have a consolidated experience of use and a good relationship with the sales representative. The WTP for a high-quality product was estimated at EUR1,733, and for a good relationship at EUR2,843.

This is the first study aimed at analysing the multidimensionality of clinician's decision-making process in selecting new PPIs in orthopaedics in Italy. Despite the quality of products being declared as one of the most important dimensions in BWS, when other factors populate a hypothetical DCE scenario, physicians are not willing to accept quality at any cost (for example, high quality and very bad support from the producer or with uncertain clinical evidence).