Preference-concordant decisions (e.g., choosing the option that maximizes the expected value of a decision given a particular patient’s preferences and valuations of possible consequences) is an increasingly important goal in patient-centered healthcare. In pursuit of this goal, regulators are considering measures (for example, modifications to the regulatory processes and/or product labeling) with the intent of advancing preference-concordant decision making in situations where the decision of whether or not to use the product is preference-sensitive (e.g., those in which a there are multiple diagnostic or treatment options and the decision which option to pursue depends upon the particular preferences of the decision makers) However, it will be necessary to study whether any regulatory measures undertaken indeed advance this goal and/or whether they cause unintended consequences. We will discuss a potential research agenda to determine whether regulatory measures result in more preference-concordant decisions as well as their impact on overall benefits and harms.