  Healthcare organization is implementing Customer Relationship Management
(CRM) as a strategy for managing interactions with patients involving
technology to organize, automate, and coordinate business processes. Web-based
CRM provides healthcare organization with the ability to broaden service beyond
its usual practices in achieving a complex patient care goal, and this paper
discusses and demonstrates how a new approach in CRM based on Web 2.0 or Social
CRM helps healthcare organizations to improve their customer support, and at
the same time avoiding possible conflicts, and promoting better healthcare to
patients. A conceptual framework of the new approach will be proposed and
highlighted. The framework includes some important features of Social CRM such
as customer's empowerment, social interactivity between healthcare
organization-patients, and patients-patients. The framework offers new
perspective in building relationships between healthcare organizations and
customers and among customers in e-health scenario. It is developed based on
the latest development of CRM literatures and case studies analysis. In
addition, customer service paradigm in social network's era, the important of
online health education, and empowerment in healthcare organization will be
taken into consideration.
