As the amount of electronic medical record (EMR) denoting its big data characteristic are being collected by several healthcare institutions increases, privacy concerns also increases. Patients need to disclose their private information in order to be diagnosed and given appropriate treatments. There are several mechanisms used today to protect patients’ personal information but there are few studies conducted from patients’ perspective. This paper highlights the literature review on privacy preferences in healthcare environment. It then, further identifies the factors that influence privacy preferences based on secondary data obtained from journals, conference papers and books. The findings of this on-going study proceed with designing a proposed conceptual model.