Upstream or downstream. Determinants of consumer willingness to recommend an HMO

Understanding the attributes that explain an HMO members' willingness to recommend a health plan is considered by many to be critical in a competitive managed care market. The study reported in this article examines the relationship between provider panel composition on overall willingness to recommend a health plan. Our results indicate that a strong association exists between an HMO member's available choice of primary care physician and recommendation of their primary care physician with overall HMO members' recommendation of the health plan. Interestingly, a member's recommendations of hospitals and specialists did not influence HMO member's willingness to recommend a health plan.