Learn about key issues in measuring Willingness to Pay (WTP) in healthcare through a 14-minute lecture from Professor John Cairns of the London School of Hygiene and Tropical Medicine. Explore monetary valuation approaches and measurement challenges as part of a broader series on alternative methods for valuing health outcomes. Delivered at Kyoto University Graduate School of Medicine, this lecture examines specific considerations when using WTP as a tool for economic evaluation of health technologies. Part of a comprehensive series available through Kyoto University's OpenCourseWare in both Japanese and English.