This study translates how the potential exists for ICT and Web 2.0 to promote and improve the quality and efficiency of the supply of health services. The segmented and personalized access to individual clinical records is considered in the context of basic support information which simultaneously facilitates an initial screening by a health professional, to all those who fit in a universe of clients and patients of Private Healthcare Organizations -PHO. The context is of excellent customized health care which builds trusting relationships with the target market. The project does however recognize barriers to this change namely by making the health system more transparent clinicians who hitherto have gone mainly unquestioned and unnoticed will subsequently possibly be subject to more scrutiny and possible judicial action in case of mal practice. Nonetheless, with this work we aim to present an initial position relative to the need for the existence of information systems which support the process of creation of customer loyalty in private organizations delivering health care services.

At a time when communication, new media, and digitalization are transversal to the whole of society, private health care organizations have the possibility of making their business processes evolve. The objective is thus to seize the benefits associated to the active use of patients' electronic health records (EHRs) as the basis for personalized health care. In order to initially validate the health care sector acceptance of a 360°health care information system (HIS), focused on collecting patients' data to create the necessary knowledge for delivering personalized health care procedures and initiatives, a focus group involving a set of health-related professionals was performed. Despite recognizing the immense possibilities associated to EHR and its direct incorporation on a 360°HIS, the referred professionals still highlighted their concerns relative to the maintenance of adequate security and privacy levels. With this in mind, a proposal for a 360°HIS model is presented, and its main functional blocks are described with a focus on triggering patient/customer loyalty. KEYWORDS 360°HIS, information system model, market-oriented health care, private health care organizations 1 | INTRODUCTION As populations tend to increase their life expectancy, which causes subsequent changes associated to their lifestyles, the existing pressures on the development of more efficient and dynamic health care systems are also becoming stronger (Kankanhalli, Hahn, Tan, & Gao, 2016). As a result, a digitalization of health and patient data, by incorporating information systems and technologies, has been occurring. As argued by various authors, if implemented properly, information and communication technologies (ICTs) have the capacity to not only improve the efficiency and overall performance of the health care systems but also help patients to improve their quality of life (Carvalho, Rocha, & Abreu, 2016). The constant modernization of health care, particularly with the almost frantic pace at which surgical techniques, therapies, and procedures are created or updated, tends to force private health care organizations (PHOs) to adopt a considerable degree of investment in both the training of professionals as well as in technical and technological resource improvement, hence ensuring conformity with international best practices, standards, and procedures (Birken, Lee, & Weiner, 2012). Health care organizations, in particular PHOs, draw their business from very focused, organized knowledge and trustworthy data and information on which the health care professionals depend (Schmitt, 2014). As time passes by, ICT tends to become more and more important. As argued by Magalhães et al. (2017) and Fernandes, Souza, and Paes (2012), PHOs are already taking advantage of ICT to control costs, to improve the quality of the services provided, while optimizing resources and adapting new business models and, additionally, fostering better relations with their customers/patients.