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E-health innovations support empowered customers. It offers the ability forcustomers to have greater control and ready access applications of healthinformation, clinical information, and social interaction between interestedgroups. However, providing empowerment in any state of interaction levels tocustomers (patients) in a healthcare organization is challenging tasks.Customers are empowered in the sense of controlling the process of interactionbetween a firm with its customers, and among customers themselves. This paperdiscusses dimension of customers' empowerment in e-health business process. Wepropose reference model of Personal Health Cycle (PHC) as a holistic view ofhealthcare business process. The PHC is used to define and distinct electronichealth record (EHR) from electronic medical record (EMR) and customersempowerment.

Empowered Customers in E-Health Business Process