Human Reproduction, Vol.29, No.4 pp. 712–719, 2014 Advanced Access publication on February 18, 2014 doi:10.1093/humrep/deu023 ORIGINAL ARTICLE Infertility Fertility clinicians and infertile patients in China have different preferences in fertility care Q.F. Cai 1, F. Wan 2, X.Y. Dong 1, X.H. Liao3, J. Zheng 4, R. Wang 1, L. Wang 1, L.C. Ji1, and H.W. Zhang 1,* 1 Reproductive Medicine Centre, Tongji Hospital, Tongji Medical College, Huazhong University of Science and Technology, Wuhan, Hubei 430030, China 2Centre for Clinical Epidemiology and Biostatistics, University of Pennsylvania, Philadelphia, PA 19104, USA 3Reproductive Medicine Centre, Women and Children’s Hospital of Fujian Province, Fuzhou, Fujian 350000, China 4Reproductive Medicine Centre, Women and Children’s Hospital of Hubei Province, Wuhan, Hubei 430070, China *Correspondence address. Reproductive Medicine Centre, Tongji Hospital, Tongji Medical College, Huazhong University of Science and Technology, 1095 Jiefang Avenue, Wuhan, Hubei 430030, China. Tel: +86-13986151967; E-mail: [email protected] Submitted on October 27, 2013; resubmitted on January 18, 2014; accepted on January 23, 2014 study question: Do the preferences for fertility care of infertile Chinese patients differ from those of fertility care providers? summary answer: Infertile Chinese patients attached the greatest importance to physicians’ attitude but, in contrast, fertility care providers in China considered treatment effectiveness to be the most important factor in fertility care. what is known already: In Europe, physicians underestimate the importance of patient-centred infertility care. study design, size, duration: A conjoint survey was distributed among 417 female infertile Chinese patients and 83 fertility care providers from February 2013 to August 2013. participants/materials, setting, methods: In this pilot study, 389 patients and 83 fertility care providers completed the survey at three reproductive medicine centres. Rating-based conjoint analysis was performed to elicit patients’ and their caregivers’ preferences regarding fertility care. Cluster analysis was used to explore the heterogeneity among patients’ preferences. main results and the role of chance: When searching for fertility care, patients valued the physicians’ attitude the most, followed by success rates, distance from home to the fertility centre, physician continuity throughout the treatment period and type of fertility centre. Fertility care providers considered success rates (effectiveness) to be the most important factor when recommending a fertility centre. Fertility patients and care providers had significantly different views on the value of treatment effectiveness, physician attitude and physician continuity (P-values ,0.05). Cluster analysis revealed that patients’ preferences were heterogeneous. limitations, reasons for caution: The sample size is relatively small, and there is insufficient power for heterogeneity analysis. Two levels for each of five design factors (25) may not fully capture the characteristics of realistic fertility centres. Rating-based conjoint analysis could be inferior to choice-based conjoint analysis in terms of predictive accuracy. wider implications of the findings: Fertility care providers in China significantly underestimate the importance of patientcentredness to infertile patients. To deliver optimal fertility care to infertile Chinese patients, fertility care providers need to understand the importance of patient-centred care, such as a friendly attitude, sympathy for patients’ suffering, respect for patients’ right to informed consent and a transparent treatment process. study funding/competing interest(s): This study was not funded, and there are no conflicts of interest. trial registration number: None. Key words: patient-centredness / treatment effectiveness / fertility care / patient preferences / conjoint survey & The Author 2014. Published by Oxford University Press on behalf of the European Society of Human Reproduction and Embryology. All rights reserved. For Permissions, please email: [email protected] 713 Patients and clinicians view fertility care differently Introduction The relationship between healthcare providers and patients in China has worsened for decades and has caused numerous social problems. The increasing tension between providers and patients has transformed Chinese hospitals into ‘battle’ grounds, resulting in injuries and even deaths among doctors and nurses (Lancet Editorial, 2010, 2012). In 2006, which was the last year that China’s Ministry of Health published statistics on hospital violence, .5500 medical workers were injured or disabled by patients or their relatives (Xinhua News, 2007; The New York Times, 2010). The dramatic marketisation of the public healthcare system is considered to be a major reason for the chaos and violence (Liebman, 2013). Under such circumstances, fertility care providers are not safe either. Most medical disputes in China are caused not by medical malpractice but by providers’ negligent attitude, unethical conduct and poor communication with patients (Wang et al., 2012). Since 1996, China’s State Council and Ministry of Health have advocated patient-centred healthcare to ease the tension between providers and patients and to foster a harmonious relationship between the two groups. However, from the perspective of medical care providers, the effect of this campaign is questionable (Jie, 2012). Infertility is a growing problem in China. According to statistics released by the China Population Association, .40 million Chinese people, 12.5% of the country’s reproductive population, suffer from infertility, and the number is increasing (Xinhua News, 2012). Incomplete statistics showed that in 2011 alone, .180 000 fresh IVF cycles were performed in over 200 fertility centres in China. Fertility treatment is not covered by public or private insurance, and the average cost of a standard IVF treatment is $4000, which is higher than the annual family income of many infertile Chinese couples. Nevertheless, current IVF success rates are still relatively low, especially for older patients. Because of the immense traditional value of having a baby among Chinese families, infertile couples endure tremendous familial and social pressure. With high treatment costs, uncertain treatment outcomes and significant stress among infertile patients, it is pressing for fertility care providers to understand patients’ perspectives on fertility care. The importance of patient-centred healthcare has been recognized in other countries, but this approach has often been minimized by healthcare providers (Wensing and Elwyn, 2003; Ham, 2010). van Empel et al. (2011) performed a large comparative study among physicians and infertile patients in Europe, measuring physicians’ and patients’ preferences for fertility care using a discrete choice experiment, also known as choice-based conjoint analysis. Five dimensions were studied, including pregnancy rate, physicians’ attitude, travel time, information on treatment and physician continuity. They found physicians in Europe underestimated the importance of patient-centredness to patients. Rating-based conjoint analysis is another popular instrument for eliciting preferences for healthcare service, including fertility care (Ryan, 1999; Ryan and Farrar, 2000; Palumbo et al., 2011). Various scenarios, each of which describes a hypothetical service with both desirable and undesirable attributes, are presented to participants to elicit their preferences. Participants have to make a trade-off between the desirable and undesirable characteristics of these services, which allows researchers to determine the relative importance of the attributes (Novotorova and Mazzocco, 2008; Ng and Sargeant, 2012). Prior to the present study, no data were available regarding fertility care preferences from either patients or care providers in China. Thus, the primary objective of this pilot study was to determine the relative importance of key attributes of fertility care separately for care providers and patients, using rating-based conjoint analysis. The secondary objective was to evaluate how patients’ characteristics, such as age, education level and infertility history, may correlate with patient preferences. Materials and Methods Ethics statement The Institutional Review Board at Huazhong University of Science and Technology, Wuhan City, China, approved this study (No. 20130401). Written informed consent was obtained from all participants. Study design We conducted a conjoint analysis of infertile Chinese patients seeking fertility treatment as well as fertility care providers (physicians, nurses and interns). Questionnaires were distributed to participating patients and care providers. Participants were asked to rate how likely they would be to choose or recommend a hypothetical, but realistic, fertility centre based on the characteristics described in each scenario. Definitions of attributes The centre attributes and levels were identified through a comprehensive literature review (Ryan, 1999, Dancet et al., 2010, 2011; van Empel et al., 2011) and consultation with clinical experts. Based on the literature and clinicians’ input, potential ranges for each attribute were determined. Each attribute was assigned two levels that represented the most favourable and the least favourable conditions. Five attributes were finally selected: (i) success rates (50 versus 35%) (Chen et al., 2007), the clinical pregnancy rate per embryo transfer cycle (routinely two to three embryos are transferred in China); (ii) physicians’ attitude towards patients (friendly, willing to listen and answer questions from patients versus rude, no patience with either listening to or answering questions from patients); (iii) distance from home to the fertility centre (home city versus other cities); (iv) physician continuity (the same physician during the complete treatment cycle versus different physicians); and (v) type of fertility centre (university-affiliated versus not universityaffiliated). The first attribute represents the treatment effectiveness. The second and fourth attributes represent patient-centred care. The last attribute is intended to measure the technological level of a fertility centre. University-affiliated hospitals in China are more likely to have better medical equipment, better trained and more experienced staff members, and newer technology that is adopted at a faster rate. Experimental design The combination of five attributes with two levels produced 32 (25) possible scenarios, and it would have been quite a cognitive burden on participants to rate all 32 profiles using a full factorial design. Instead, an orthogonal and balanced fractional factorial design was generated, and consequently, only eight scenarios were needed, which ensured no colinearity among attributes and independent estimation of the coefficient of each attribute (Xu and Yuan, 2001). The selected design for the study was 100% efficient and optimal (Kuhfeld, 2005). Questionnaire The questionnaire was composed of two sections. For patients, the first section assessed patients’ socio-demographic characteristics, including age, 714 Cai et al. education level, family income, and treatment and infertility history. For fertility care providers, the first section asked only about patients’ occupations. The second section included eight scenarios about a hypothetical fertility centre (Table I). Participants were asked to rate the likelihood that they would choose or recommend the fertility centres on a scale of 1 – 9, where 1 means ‘definitely no’, 5 means ‘cannot decide’ and 9 means ‘definitely yes’. Data collection The questionnaires were distributed on site to 417 female patients and 83 medical staff (physicians, nurses and interns) at the three fertility centres in Wuhan City and Fuzhou City in China between February and August, 2013. Patients undergoing assisted reproduction techniques (ART) (e.g. IVF) as well as non-ART were included. Statistical analysis In this conjoint analysis, the participants’ preference was the dependent variable (1 –9) and the attributes were the independent variables. Each attribute was coded as ‘21’ for the least desirable condition and ‘1’ for the most desirable condition. A linear regression model was used to estimate the association between the attributes and the rating of likelihood of choosing a fertility centre. Because every participant answered multiple questions, a generalized estimating equation with a compound symmetry structure was used to adjust for the correlation between eight conjoint scenarios nested within each participant. The estimated regression coefficients are also called aggregated ‘part-worth’ utilities for the study population. To compare the contribution of the five attributes, the relative importance of each attribute was computed in the following steps: (i) subtract the smallest utility from the largest utility to obtain the range for each attribute; (ii) derive the total range by calculating the sum of the ranges of all attributes; and (iii) compute the relative importance value of an attribute by dividing the range of this attribute by the total range. To examine the difference in preferences between patients and care providers, interaction terms between a dummy variable (‘patient’ versus ‘care providers’) and each of five attributes were included in the regression model. Lack of statistical significance in interaction terms can be interpreted as no statistically significant difference in preferences between patients and care providers. To test whether patients visiting university-affiliated fertility centres may have different preferences from patients visiting non-teaching centres, a dummy variable representing the status of three fertility centres (‘teaching’ versus ‘non-teaching’) was also included in the model together with its interaction terms with five main factors. To explore the potential heterogeneity in preferences among patients, we fitted a regression model for each patient separately such that every patient Table I Example Scenario of the Conjoint Survey of preferences in fertility care in China. If one IVF centre has the following characteristics: Distance to IVF centre: Home city Type of IVF centre: University-affiliated hospital Continuity of physician: Same physician during the complete treatment process Attitudes towards patients: Rude, no patience in acquiring information from patients and answering patients’ questions about treatment Success rate: 50% How likely are you to choose this centre for treatment? (1– 9) had a unique set of regression coefficients or utilities scores. These scores were used to cluster the patients into different subgroups with relatively homogeneous preferences using the K-Means method (Hartigan and Wong, 1979). The optimal number of clusters can be selected as the one that gives the maximum GnRH-associated protein (gap) statistics (Tibshirani et al., 2001). To better reveal such heterogeneity, the data along with identified clusters were plotted using the first two principal components of utilities scores. Patients’ demographic information was summarized and compared according to the identified clusters to identify the factors that may explain the observed heterogeneity in patients’ preferences. The analysis of variance method was used to test the differences in continuous variables among clusters, and the Pearson chi-square test was used to test the differences in proportions for categorical variables. The statistical analyses and plotting graphics were performed using the SAS 9.2 statistical software package (SAS, Inc., Cary, NC, USA) and R statistical package (www.r-project.org). A P , 0.05 was considered significant. Results Participants Three hundred and eighty-nine patients and 83 fertility care providers returned the survey forms, giving response rates of 93.3 and 100%, respectively. The data from 78 patients and 1 care provider were removed because of inconsistent or missing answers to conjoint questions after an initial quality check (i.e. rate all 9’s or all 1’s). One possible reason may be that some participants, who were not willing to take surveys, agreed upon our on-site requests out of courtesy. Thus, 311 patients and 82 care providers were used in the final analysis. Among care providers, 49 (59.8%) were physicians, 27 (32.9%) were nurse practitioners and 6 (7.3%) were interns. Two hundred and ten (67.5%) patients and 42 (51.2%) providers were from the teaching hospital, and 101 (32.5%) patients and 40 (48.8%) providers were from the other two non-teaching centres. The patient characteristics are illustrated in Table II. Differences in preferences between patients and fertility care providers Table III lists the results from conjoint regression analysis for both patients and fertility care providers. All five attributes were important to patients (P-value ,0.0001). Taking account of the attributes’ range presented, patients ranked the attitude of physicians as the most important attribute (importance score 34.3%), success rates as the second most important attribute (24.8%), followed by distance to fertility centre (15.4%), physician continuity (13.5%) and type of fertility centre (12.0%). The four most important attributes considered by care providers (P-value ,0.0001) were success rates (46.8%), attitude of physicians (27.4%), distance to the fertility centre (12.6%) and type of fertility centre (9.7%). Fertility care providers considered physician continuity during the treatment cycle to be the least important fertility care component (3.6%). Fertility care providers and patients held similar views regarding two attributes: travel distance and type of fertility centre. However, these two groups held different views regarding three attributes: success rates (P-value ,0.0001), physicians’ attitude (P-value ¼0.0079) and physician continuity (P-value ,0.0001). The dummy variable for fertility centre type and its interaction terms were not significant in the model (data not shown). 715 61 (20.00%) No 244 (80.00%) Is husbandc a single child Yes 69 (22.48%) No 238 (77.52%) How do you know of the fertility centre Friends and relatives 222 (72.31%) Advertisements 29 (9.45%) Other Ways 56 (18.24%) a There are a few missing values for some variables; therefore the total is not always n ¼ 311. We computed the percentages and P-values using only the cases with complete data, and thus, we made an assumption that these missing values are random and did not impute missing values. b 1 euro equals 8.28 Chinese Yuan. c In China, only legally married couples are permitted fertility treatment in state-licensed IVF centres. 20.66 (20.85,20.47) 46.8 ,0.0001 21.45 1.45 0.24 (0.06, 0.42) 27.4 ,0.0001 20.85 0.85 ,0.0001 20.79 0.79 34.3 0.32 (0.20, 0.43) 3.6 0.08 (20.05, 0.21) 0.09 (20.04, 0.22) 20.63 (20.85,20.40) 12.6 9.7 ,0.0001 0.013 20.11 0.11 13.52 Importance (% utility range) 24.8 P-values were computed from Z-tests. Yes a 109 (35.86%) Is wifec a single child 35% 50% 195 (64.14%) No Success rate Yes ,0.0001 26 (8.47%) Previous treatment 21.09 1.09 84 (27.36%) ≥10 Rude, no patience with information Friendly, patience with information 126 (41.04%) ≥5, ,10 Attitude of physicians ≥2, ,5 ,0.0001 71 (23.13%) 20.43 0.43 ,2 Different physicians Same physician Duration of infertility (years) P-value 12 (4.01%) Utility 16 (5.35%) ≥20 000 a [10 000– 20 000) ............................................................ 78 (26.09%) Patients 73 (24.41%) [5000–10 000) Level [3500–5000) Attribute 38 (12.71%) 82 (27.42%) Table III Relative importance of factors for patients and fertility care providers. ,2000 [2000–3500) Continuity of physician 20 (6.54%) Family income per month (Chinese Yuanb) 20.30 0.30 Graduate school 70 (22.88%) 124 (40.52%) 12.0 College ,0.0001 Senior high school and professional school 92 (30.07%) 20.38 0.38 Junior high school and below Not university affiliated University affiliated 11 (3.57%) Education of husband Type of fertility centre 128 (41.56%) ,0.0001 Graduate school ,0.0001 College 4.79 71 (23.05%) 20.39 0.39 98 (31.82%) Senior high school and professional school Fertility care providers Junior high school and below 15.4 52 (17.05%) ,0.0001 Other Education of wife ,0.0001 99 (32.46%) 4.16 Home maker 20.49 0.49 109 (35.73%) Not local Local 45 (14.75%) Private sector employee Intercept Public sector employee ............................................................ Occupation of wife Distance to IVF centre 31.63 (4.60) Importance (% utility range) Mean (SD) age (years) P-value ........................................................................................ Utility Patients (an 5 311), n (%) a Characteristic Difference (95% confidence interval) Table II Descriptive statistics for patient characteristics. .......................................................................................................................................................................................................................................................... Patients and clinicians view fertility care differently 716 Figure 1 Cluster plot. The x-axis and y-axis are the first and second principal components of utility scores (regression coefficients) of all patients. Cluster 1 represents the patients who rank success rates as the most important attribute; Cluster 2 represents the patients who rank distance from clinic, attitude of physician, type of fertility centre and physician continuity as equally important; Cluster 3 represents the patients who rank the attitude of physician as the most important attribute. Differences in preferences among patients Figure 1 reveals the heterogeneity in patients’ preferences for fertility care, and three distinct clusters emerge. Descriptive statistics by the three clusters are shown in Table IV. The patients of the first cluster (n ¼ 95), which attached the greatest importance to success rates, had the longest duration of infertility and most likely had previously failed attempts. The second cluster of patients (n ¼ 104), who were relatively highly educated, had more balanced views on fertility care. They ranked distance, attitude of physician, type of fertility centre, and physician continuity to be approximately equally important. Success rate was considered to be the least important attribute. The patients in the third cluster (n ¼ 112) rated physician’s attitude as three times more important than success rate. This cluster had a relatively low level of education, had relatively low family income or were less likely to work in the public sector. Female patients without siblings focused more on patient-centred care (clusters 2 and 3), while couples that included a husband without any siblings focused slightly more on treatment success rate (cluster 1). The P-values for the comparisons in Table IV were all .0.05. Discussion This study investigates the preferences of infertile Chinese patients and their care providers regarding fertility care. It demonstrates that infertile Chinese patients have noticeably different views from their care providers about the relative importance of five attributes of fertility care. When searching for fertility care, patients ranked the physicians’ attitude as the highest priority relative to other attributes, whereas fertility care providers overvalued treatment effectiveness and underestimated the importance of physicians’ attitude. The subgroup analysis reveals that infertile patients’ preferences are heterogeneous. Cai et al. Various studies have investigated patients’ preferences for fertility care in western countries (Lass and Brinsden, 2001; Marcus et al., 2005; van Empel et al., 2011), but very few studies have compared physicians’ and patients’ preferences. Researchers van Empel et al. performed the first study to compare infertile patients’ preferences with those of physicians using a choice-based conjoint analysis; these authors showed that both patients and physicians in Europe ranked success rates as the most important attribute, but patients valued patient-centred care more than physicians would recommend (van Empel et al., 2011). In our study, infertile Chinese patients attached the greatest importance to physicians’ attitudes, and nearly 10% more important than treatment effectiveness. In contrast, fertility care providers in China considered treatment effectiveness to be the most important factor in fertility care. The discrepancy between our study and that of van Empel et al. (2011) may be attributed to the different social and healthcare systems of the two regions. It is helpful to interpret our findings in the context of China’s current healthcare environment. Since the late 1970s, market-oriented economic reforms have brought profound changes to every part of society in China, including the healthcare sector. Most health facilities in China are state-owned, but subsidies received from the government have been shrinking and have accounted for merely 10% of these facilities’ total revenues since the early 1990s (Yipa and Hsiaob, 2009). To survive financially, public health facilities have to rely on revenues from medical services to cover expenditures. Excessive testing, unnecessary treatment procedures and the overprescribing of expensive medicines are widespread (Yipa and Hsiaob, 2009; Sun and Wang, 2011). Rapidly rising healthcare costs are a significant financial burden to many Chinese families. Even though health reforms initiated in 2009 have succeeded in extending healthcare coverage to more than 90% of the population (The New York Times, 2010), coverage is restricted, in particular for major injury or illness, and many patients incur high financial risks (Yip and Mahal, 2008; Laurance, 2010). These economic reforms also caused the rise of consumerism in the health sector. Healthcare providers and patients can be likened to service providers and customers. While public health facilities have become more profit-oriented, Chinese patients are becoming more aggressive in demanding a better quality of medical services not only in technical terms and outcomes, but also in terms of humanity; patients expect more humane interactions, more transparency in treatment and informed consent, among other essentials (Yip and Mahal, 2008). It is no surprise that fertility care providers in China emphasize treatment effectiveness. Chinese doctors’ social status and reputations in the medical field are measured mainly by medical skills and contribution to scientific research, not by humanistic skills. Even employment and promotion for doctors in public hospitals are contingent upon the number of scientific articles they publish (Ye and Liu, 2013; Yuan et al., 2013). Chinese doctors rely more on a doctor-centred approach and consider it their sole responsibility to plan treatment strategies to achieve the best health benefits for patients. Patients’ involvement is limited to compliance with doctors’ orders. Chinese medical care providers have a long history of undervaluing patient-centred care. Most medical workers in China are public employees, and this personnel system has not been affected by economic reforms in the healthcare sector (Li and Zhang, 2012). The working style that is commonly present and widely criticized in the public sector remains unchanged; attitudes and behaviours, such as indifference to patients’ suffering, patient humiliation, rushed service and poor communication, persist (Yin, 2005). 717 Patients and clinicians view fertility care differently Table IV Characteristics of patients by three clusters. Variable Cluster 1 (n 5 95)a Cluster 2 (n 5 104)a Cluster 3 (n 5 112)a P-valueb ............................................................................................................................................................................................. Mean utility of Success rate 1.655 0.344 0.467 Continuity of physician 0.287 0.825 0.183 Type of fertility centre 0.155 0.772 0.194 Attitude of physician 0.639 0.743 1.804 Distance 0.324 1.017 Age (years) (SD) 0.132 31.3 (4.0) 31.8 (5.0) 31.8 (4.7) 0.628 Yes 24 (26.1%) 24 (23.3%) 21 (18.8%) 0.445 No 68 (73.9%) 79 (76.7%) 91 (81.3%) Yes 15 (16.5%) 24 (23.3%) 22 (19.8%) No 76 (83.5%) 79 (76.7%) 89 (80.2%) Yes 63 (69.2%) 62 (61.4%) 70 (62.5%) No 28 (30.8%) 39 (38.6%) 42 (37.5%) Yes 39 (42.4%) 32 (31.1%) 39 (34.8%) No 53 (57.6%) 71 (68.9%) 73 (65.2%) Husband is a single child Wife is a single child 0.495 Treated for infertility before 0.475 Duration of infertility . 5 years 0.248 Income higher than 5000 Chinese Yuan per month Yes 34 (37.8%) 37 (37.4%) 35 (31.8%) No 56 (62.2%) 62 (62.6%) 75 (68.2%) Yes 44 (48.4%) 53 (51.0%) 47 (42.3%) No 47 (51.7%) 51 (49.0%) 64 (57.7%) Yes 42 (45.7%) 53 (51.0%) 44 (39.3%) No 50 (54.4%) 51 (49.04%) 68 (60.7%) 0.604 College education for Husband 0.43 College education for Wife 0.225 How knew of fertility center Internet, ads and other ways 29 (31.5%) 33 (32.0%) 23 (20.5%) Referred by a friend 63 (68.5%) 70 (68.0%) 89 (79.5%) Public sector 16 (16.8%) 21 (20.2%) 14 (12.5%) Private industry 61 (64.2%) 70 (67.3%) 77 (68.8%) Other 18 (19.0%) 13 (12.5%) 21 (18.8%) 0.105 Employment category 0.435 a There are a few missing values for some variables; therefore the total n is not always as stated. We computed the percentages and P-values using only the cases with complete data, and thus, we made an assumption that these missing values are random, and did not impute missing values. b Analysis of variance method was used to compute P-values for continuous variables and Chi-square test was used for categorical variables. In contrast to their care providers, infertile Chinese patients valued the patient-centredness of care the most. Although infertility is not a life-threatening and emergent health issue, women undergoing fertility treatment are generally regarded as a group at high risk for anxiety and depression due to their infertility and the uncertainties of treatment (Demyttenaere et al., 1998; Smeenk et al., 2001). Infertile Chinese couples may endure increasing familial and peer pressures after years of infertility. To qualify to practice medicine, China’s Ministry of Health requires doctors to graduate from an accredited medical school and to be licensed to practice after passing a national qualification examination. Patients generally have poor knowledge of medicine. Because of this information asymmetry, patients most likely judge the competence and reliability of their care providers based on the attention they receive and the way in which doctors interact and communicate with them (Yin, 2005). Physician continuity is a critical component of patient-centred care. Patients in Europe are more satisfied when they are able to visit the same doctor (Guthrie et al., 2008; Uijen et al., 2012). The patients in our study also desired such service. The reason may be that physicians accumulate knowledge regarding the patients’ medical conditions, and therefore, patients can place more trust in them. However, fertility 718 care providers in our study significantly downplayed the importance of this attribute. This finding reflects the reality that top-ranking fertility centres in China are treating a high volume of patients annually, but the size of staff is small. Therefore, it is not practical, from the point of view of providers, for every patient to have the same physician be responsible for her complete treatment procedure. In today’s increasingly competitive market for fertility treatment, fertility centres with such capacity may incorporate this attribute into individualized patient-centred care plans to optimize the quality of service. It is known that different patients make different choices in different situations (Victoor et al., 2012). Our subgroup analysis identified three clusters of patients with different preferences and priorities. While some patients valued treatment effectiveness the most, others overwhelmingly emphasized physicians’ attitudes, and still others had more balanced preferences. Some patient characteristics could potentially explain such heterogeneity. For instance, patients with lower levels of education and less family income tended to emphasize physician’s attitude. In contrast, patients with higher levels of education, more family income or those who worked in the public sector had more concerns regarding either success rate or other attributes, such as distance to an IVF centre. The reason may be that patients with higher social status have better communication with their care providers. It is interesting to note that the effect of the level of education on patients’ preferences found in our study is consistent with the findings of a previous study (van Empel et al., 2011). Our study also found that patients with previous failed IVF attempts and longer infertility duration are more likely to favour treatment effectiveness the most. We also examined how the one-child policy may affect patients’ preferences. Several trends suggest that couples in which the husband is a single child focus more on success rates, which reflects traditional Chinese family values. However, when a female patient is a single child, she is more likely to value the patient-centredness of care. The present study has some limitations. First, two levels for each of five design factors were chosen (25) because a fractional factorial design with eight runs is optimal. However, such design, although adequate for a pilot study, may not fully capture the characteristics of realistic fertility centres. We also chose rating-based conjoint analysis because it is relatively simple to design and implement, but this method is shown to be inferior to choice-based conjoint analysis in terms of predictive accuracy (Karniouchina et al., 2009). Second, the patient sample size is relatively small. The study is underpowered to establish any statistically significant trend in heterogeneity of patients’ preferences, although the magnitudes of some differences are noticeable. Third, previous diagnostic and treatment information for participants was not collected because of anonymity, and some of these variables may explain some of the heterogeneity in patients’ preferences. Fourth, the sample size for fertility care providers is small, and no variables describing care providers’ characteristics were collected. The current study could not explore further the possible heterogeneity in preferences among care providers. Finally, only three centres from two cities in moderately economically developed regions agreed to participate in this study and may not be representative of the more than 200 centres in China. Variation in the composition of the study population may affect estimates of the relative importance of attributes. For instance, centres in economically advanced large cities may have more patients with high-level education and high income, but centres in underdeveloped regions tend to have more patients with low education levels and less income. A large study with more centres from well-represented geographic regions is necessary to validate the conclusions of this study. Cai et al. The current study reveals the noticeably different views between infertile Chinese patients and their care providers on the relative importance of treatment effectiveness and physicians’ attitudes in fertility care. To bridge the gap, care providers should treat each patient as a unique individual and not simply a medical case. Doctors should have more patience in listening to patients about their concerns, disclose more information on diagnosis, share more information on the pros and cons of different treatment options and give honest details about prognosis (Yang et al., 2010). A good provider– patient relationship could win more tolerance from patients for occasional lapses and could result in fewer malpractice actions (Lings et al., 2003). New instruments for measuring patient-centredness may be implemented by fertility care centres in China (van Empel et al., 2010). Such information, along with centres’ pregnancy rates, should be made publicly available to patients. However, endeavours by care providers alone are far from sufficient. Conflicts between providers and patients are only part of the larger picture of social conflict brought by transformations that have been underway in Chinese society since the beginning of marketoriented reforms in the 1970s (Tang et al., 2008). In general, healthcare providers in China have a much heavier workload with much lower pay compared with their counterparts in western countries (Li and Xie, 2013). Patient-centredness in healthcare was promoted by administrative power. In the events of provider–patient conflicts, the public media always demonized healthcare providers. Such unfair treatment could provoke ‘revolt’ from medical workers, resulting in an exodus from medical careers and a shortage of healthcare professionals (Jie, 2012). China has 20% of the world’s population and the second largest economy, but its total expenditure on healthcare is only 4.3% of gross domestic product. To reduce profit-seeking activities by public hospitals, the government should increase funding for public health facilities (Wang et al., 2012). In addition, considering the fact that the one-child policy is still strictly implemented in China and any violation will incur a large fine, either some subsidies from the government to low-income infertile couples on fertility treatment or having treatment covered under a national health insurance scheme may be a more effective solution to the tension between patients and fertility care providers. In summary, Chinese fertility care providers need to understand the large gap between their understanding of what constitutes ideal fertility care and patients’ perspectives and should strive to improve the tenuous provider–patient relationship by treating patients more empathetically, improving communication skills, respecting patients’ right to be informed about treatment options and prognosis, and obtaining more patient involvement. Authors’ roles Q.F.C.: Substantial contributions to study conception and design, draft development, article revision and final approval of the version to be published. F.W.: Substantial contributions to study design, data analysis and interpretation, manuscript draft development and final approval of the version to be published. X.Y.D.: Substantial contributions to data acquisition, article revision for important intellectual content and final approval of the version to be published. X.H.L., J.Z., R.W., L.C.J.: Substantial contributions to data acquisition, article revision and final approval of the version to be published. H.W.Z.: Substantial contributions to study conception, data acquisition, article revision for important intellectual content and final approval of the version to be published. Patients and clinicians view fertility care differently Funding There is no funding support relevant to the subject of this article. 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