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Despite these limitations, this study adds to the broader literature on the heterogeneity of health professionals' preferences [13 15, 28] and for the first time, combines LCM and MXL approaches.
There have since been several surveys designed to determine healthcare professionals' preferences.
The feedback report was designed using the results of a qualitative study which explored professionals' preferences for metrics used to compare performance.
This emphasizes the importance of considering health professionals' preferences and motivation as well as their clinical reality and managerial support when designing continuing educational interventions.
Patients' and health professionals' preferences should be an integral part in the design process of the technology for it to progress into clinical practice and ultimately lead to patient benefit.
However, evidence from the current study (conducted among patients whom clinicians believed they had offered treatment choices) and others demonstrate patients' acquiescence to professionals' preferences and recommendations (Smitt and Heltzel, 1997; Nold et al, 2000; Molenaar et al, 2004).
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As the NETI Programme is for young professionals, preference will be given to candidates who are under 35 years of age.
Evidence alludes to healthcare professionals' preference for the social, cultural and professional rewards available only in urban areas [ 9].
In addition, the low status often conferred to those working in rural and remote areas further contributes to health professionals' preference for settling in urban areas, where positions are perceived as more prestigious [ 16, 17].
Incorporating sectoral and professional preferences may also have the same degree of difficulty where conflicts can arise.
These include: patient preferences for non-market medical interventions, health professional preferences towards prescribing medicines and treatments, health care priority setting and consumer preferences towards health insurance schemes [1] [3].
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