Would you rather?

Medical product developers, regulators and patients are starting to apply social science to life science, using techniques created to measure the preferences of individuals and groups to shape how medicines are designed, tested, regulated and used.

The integration of quantitative, testable methods for determining preferences into medical product development is being driven by the realization that reorienting the entire healthcare system to focus on the patients it serves is the best way to remove roadblocks to innovation. ...