The purpose of this study was to elicit consumers' willingness to purchase an evidence-based educational program, their willingness to pay (=WTP), and other related factors using the contingent value method in which a Disease Management company provides the program to consumers in the community. A questionnaire was issued to 198 individuals, over 20 years of age, who lived in Hiroshima and other prefectures. The results indicated that 68.7% showed a willingness to purchase the program: the mode for WTP was 5,000 yen, the maximum was 15,000 yen and the median was 3,500 yen. The findings indicated a significant relationship between WTP and demand. The willingness to purchase the program also related to age, living arrangements, and occupation. However, WTP was related to the annual income and leeway of the household economy but not to the presence of a chronic disease. Respondents wanted the program to be matched with their daily life. They also thought services with additional values not accessible through medical institutions and the internet. They wanted individual guidance and training with consistent supervision from medical institutions. They were also interested in purchasing convenient educational materials at a reasonable price.