Objective Lung cancer is a major cause of cancer-related deaths and thus represents a global health problem. According to World Health Organization (WHO) estimates, approximately 1.37 million people die each year from lung cancer. Different therapeutic approaches as well as several treatment options exist. To date decisions on which therapies to use have largely been made by clinical experts. Comparative preference studies show that underlying weighting of treatment goals by experts is not necessarily congruent with the preferences of affected patients. Aim and methods The aim of this empirical study was to ascertain patient preferences in relation to treatment of nonsmall-cell lung cancer (NSCLC). After identification of patient-relevant treatment attributes via literature review and qualitative interviews(ten) a discrete-choice experiment including seven patient-relevant attributes was conducted using a fractional factorial NGene-design. Statistical data analysis was performed using latent class models. Results The qualitative part of this study identified outcome measures related to efficacy, side effects and mode of administration. A total of 211 NSCLC patients (N = 211) participated in the computer-assisted personal interview. A clear preference for an increase in "progression-free survival" (coef.: 1.087) and a reduction of "tumor-associated symptoms"(cough, shortness of breath and pain); coef.: 1.090) was demonstrated, followed by the reduction of side effects: "nausea and vomiting" (coef.: 0.605); "rash" (coef.: 0.432); "diarrhea" (coef.: 0.427); and, "tiredness and fatigue" (coef.: 0.423). The "mode of administration" was less important for participants (coef.: 0.141). Conclusion Preference measurement showed "progression-free survival" and "tumor-associated symptoms" had a significant influence on the treatment decision. Subgroup analysis revealed that the importance of "progression-free survival" increases with increased therapy experience. Based on the presented results therapies can be designed, assessed and chosen on the basis of patient-oriented findings. As such, more effective and efficient care of patients can be achieved and benefits increased.