Choice Based Conjoint Analysis (CBC) also known as Discrete Choice Experiments (DCE) is a methodology used to understand how individuals develop preferences for decision alternatives. When decision alternatives can be described in terms of their attributes, researchers would like to determine the value that respondents attach to various attribute levels. This approach is useful for researchers in psychology, marketing, economics, tourism, and other areas. More recently, choice based conjoint is finding applications in the healthcare industry and health care services policy, to understand how patients reveal their preferences through choice. In this paper we examine experimental design issues in CBC such as Pareto optimal choice sets, information per profile, and reducing choice set sizes as applied to patient choice in healthcare.