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Most recent e-health initiatives perceive customers (patients) as recipientsof medical care where they do not have a significant role in the process ofhealth decision making. However, the advancement of Web 2.0 offers patients tohave a greater role in the decision making process related to their health asthey can be empowered with the ability to access and control information thatfits with their personalized needs. However, providing patient empowerment ine-health through Web 2.0 is challenging task because the complexity nature ofhealthcare business processes. Empowerment closely relates to the concept ofCustomer Relationship Management (CRM) in managing good relationships with thecustomers. The adoption of Web 2.0 in CRM systems is known as Social CRM or CRM2.0. Social CRM emerges to accommodate dynamic means of interaction betweenpatients with their healthcare providers. The aim of this paper is to present amodel that embeds empowerment of patient through Social CRM intervention thatmay extend the role of the patient as an individual health actor, a socialhealth agent, and a medical care partner. A survey has been conducted to gain afeedback from customers regarding the proposed model. A prototype derived fromthe model namely Clinic 2.0 has also been developed. Using the prototype wemeasure its impact towards customer satisfaction and health literacy. Theresults show that the system intervention through Clinic 2.0 improves the levelof satisfaction and health literacy of participants.

Shifting Role of Customer from Recipient To Partner of Care In Healthcare Organization