Dollars and Discomfort: What Will People Be Willing to Give for Better Blood Pressure Assessment?

Recently, the US Preventive Services Task Force issued a draft recommendation to utilize 24-hour ambulatory blood pressure (BP) monitoring (ABPM) to confirm the diagnosis of hypertension after screening. However, ABPM can be inconvenient and has some adverse effects such as pain and bruising from the repeated cuff inflations. In this national survey, we asked adults 30 years and older how much physical discomfort they would be willing to undergo to have the most accurate test available for evaluating possible high BP. We also asked how much they would be willing to pay to have the test. Among 1010 respondents, 95% of participants indicated willingness to undergo at least mild physical discomfort. The median amount people would be willing to pay was $25. These findings suggest that people are willing to undergo a bit of discomfort, and even pay a small amount, for the benefit of accurate BP assessment.