Value of cancer care treatments in terms of benefits of increased survival and/or increased quality of life poses a challenge especially in lower income countries, while simultaneously considering their affordability. The evaluation of the benefits derived from cancer therapies is difficult as the extent of the benefit may be highly dependent on the components of the measurement and the individual patient perspective, i.e., a therapy can be valued differently by patients, caregivers, payers, and/or society (Basch, 2016). Nonetheless, assessing health gains should not be done without asking the beneficiaries (i.e., patients) about their needs and expectations of care they receive (Tremblay et al., 2015; King et al., 2016). Nevertheless, heterogeneity of patient preferences and values (PPVs) poses a complex problem, and although seeking a simple population-based solution may seem attractive from a policy perspective, it may not bring the needed tangible real-life benefits.