For being one of the most competitive careers in the Brazilian university admission test and the one with the smallest student s desistance rate, Medicine is turning itself into an intensely competitive field. Therefore it is of great importance, in particular to doctors in period of training, to gain knowledge in service marketing, in order to be capable of differentiating his services from the competition. In this monograph the method of conjoint analysis is applied, with the objective to identify the factors that have influence on the consumer s perception of quality in a medical appointment and its influence on the perception of values and the price of the service offered. Through qualitative researches, four attributes were previously identified (each one of them have three levels) concerning the tangibilility of services provided on private medical appointment. After that, questionnaires were distributed to the respondents, where they placed these nine products in order preference. Thorough this research it was possible to identify the most important attribute for the doctor s clients, as well as to reach the ideal kind of product a doctor should offer and to make strategies based on the combination of the attributes.