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