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objectives determine priority older adults coexisting hypertension fall risk give optimizing cardiovascular outcomes versus fall medication symptomrelated outcomes design interview setting community participants one hundred twentythree cognitively intact persons aged 70 older hypertension fall risk measurements discrete choice task used elicit relative importance placed reducing risk three outcomes cardiovascular events serious fall injuries medication symptoms risk estimates without antihypertensive medications obtained literature participants chose 11 pairs options displayed lower risks one two outcomes higher risk outcomes versus reverse results used calculate relative importance scores three outcomes scores sum 100 reflect relative priority participants placed difference risk estimates outcome results sixtytwo participants 504 placed greater importance reducing risk cardiovascular events reducing risk combination fall injuries medication symptoms 61 participants converse lower percentage participants chronic obstructive pulmonary disease p 02 unsteadiness p 02 functional dependency p 04 lower cognition p 02 depressive symptoms p 03 prioritized cardiovascular outcomes fall injuries medication symptoms participants without characteristics conclusion interindividual variability face competing outcomes supports individualizing decisionmaking individual priorities current example may mean forgoing antihypertensive medications compromising blood pressure reduction individuals