Office of Technology Transfer – University of Michigan

iCanDecide Conjoint Analysis Breast Cancer Treatment Decision Aid

Technology #6440

iCanDecide is a medical decision aid platform for patients newly diagnosed with breast Cancer. Worldwide over 700 million women are diagnosed with breast cancer each year. Due to the prevalence of breast cancer in society many patients hold preconceptions of treatment options and opinions towards certain treatments, in addition to their personal values. iCanDecide utilized proven marketing methods to educate patients on their medical options and provide them and their doctor with a list of clinical priorities and a quantification of their values. This increases the patient’s involvement in the procedure and allows for custom tailoring of the treatment to the patients preferences and values. Medical decision aids provide a valuable tool for primary care physicians as well as insurers allowing them to ensure their patients are properly informed about medical procedures.

Value and Preference Driven Decision Aid

The key behind iCanDecide is the use of the proven marketing method of conjoint analysis. Conjoint analysis allows for quantifying the values and preferences of the patient. This is done by presenting the patients with multiple hypothetical treatment scenarios, allowing them to score the treatments based off of their preferences. Patient’s responses are quantified in real-time by a computer, which is able to individually link the common themes across the ranked scenarios, providing feedback to the doctor and patient on their preferences. This information helps guide the physician to tailor the treatment plan in accordance with the patient’s needs, preferences, and values.


  • Medical Decision platform
  • Breast cancer treatment decision aid based on patient’s values


  • Utilized proven method to determine patient’s underlying values and preferences for a given procedure.
  • Real-time feedback provided for patient and physician
  • Easily accessible from website and tied into electronic medical records