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Purpose -Service alignment between health service provider and patient is changing. Instead of placing responsibilities into the hands of a provider, new forms of co-operation are emerging in which patients are regarded as a resource and a partner. In order to see this vision come to life, mechanisms that: first, support patient's health decision making; and second, integrate matters of health into a wider ensemble that is health space; the overarching state of health-related affairs, are needed. In the following, these kinds of mechanisms are investigated and their applicability is discussed in relation to a national project. The paper aims to discuss these issues. Design/methodology/approach -The work is exploratory and conceptual, focussing more on people than on technology. In the work, findings related to a concept of a health navigator; an artefact of personal health decision support, are assembled into a framework that bases on key sociological theories. The empirical elements focus on observations made on applicability of the concept, and the underlying framework of citizen-centric electronic health services. Findings -The authors argue that the discussed concept, when applied to personal health decision making according to the underlying framework, has a potential to change health service provisioning. In addition to stimulating new kind of co-operation between the health service provider and the citizen, the concept gives form to, somewhat idealized, notions of patient choice and empowerment.Research limitations/implications -The work described here is exploratory and forward-looking. Even though the concept and the framework are tested to a degree in a national project, more practice-oriented work is needed in terms of real-world applicability. It follows from this that the work is a conceptual elaboration on the future of personal health decision making. Originality/value -The findings, including the discussed challenges and needs, stem from real-world observations; from the needs of citizens. As such, they indicate a direction into which the development of personal health records and health decision support aids should go.

PurposeData economy is pervasively present in our everyday lives. Still, ordinary laypersons' chances to genuine communication with other stakeholders are scarce. This paper aims to raise awareness about communication patterns in the context of data economy and initiate a dialogue about laypersons' position in data economy ecosystems.Design/methodology/approachThis conceptual paper covers theory-based critical reflection with ethical- and empirical-based remarks. It provides novel perspectives both for research and stakeholder collaboration.FindingsThe authors suggest invitational rhetoric and Habermasian discourse as instruments towards understanding partnership between all stakeholders of the data economy to enable laypersons to transfer from subjectivity to the agency.Originality/valueThe authors provide (1) theory-based critical reflection concerning communication patterns in the data economy; (2) both ethical and empirical-based remarks about laypersons' position in data economy and (3) ideas for interdisciplinary research and stakeholder collaboration practices by using invitational rhetoric and rational discourse. By that, this paper suggests taking a closer look at communication practices and ethics alike in the data economy. Moreover, it encourages clear, rational and justified arguments between stakeholders in a respectful and equal environment in the data economy ecosystems.

Patient empowerment and involvement are significant aims in longterm diseases, but short appointments give only little room for conversations. However, the patients need various information and support from healthcare professionals. So, there are pressures to develop new, effective ways for reciprocal communication in addition to the traditional ones. Courses of action related in care, amongst other things, are unfamiliar to ordinary citizens, as professionals operate on their home ground having the power to control situations. Furthermore, healthcare jargon, often used in healthcare settings, is unintelligible for many laymen. This is problematic because it may inhibit the aimed empowerment and involvement from happening. Key findings from Coper-pilot research project alongside the former research´s findings indicate that cultural and social gap between citizens´ and healthcare professionals´ may hinder their communication and mutual understanding. Information technology and salutogenic approach together can act as means to reduce that gap by strengthening layman's position.

Purpose Data economy is a recent phenomenon, raised by digital transformation and platformisation, which has enabled the concentration of data that can be used in economic purposes. However, there is a lack of clear procedures and ethical rules on how data economy ecosystems are governed. As a response to the current situation, there has been criticism and demands for the governance of data use to prevent unethical consequences that have already manifested. Thus, ethical governance of the data economy ecosystems is needed. The purpose of this paper is to introduce a new ethical governance model for data economy ecosystems. The proposed model offers a more balanced solution for the current situation where a few global large-scale enterprises dominate the data market and may use oligopolistic power over other stakeholders. Design/methodology/approach This is a conceptual article that covers theory-based discourse ethical reflection of data economy ecosystems governance. The study is based on the premise of the discourse ethics where inclusion of all stakeholders is needed for creating a transparent and ethical data economy. Findings This article offers self-regulation tool for data economy ecosystems by discourse ethical approach which is designed in the governance model. The model aims to balance data “markets” by offering more transparent, democratic and equal system than currently. Originality/value By offering a new ethically justified governance model, we may create a trust structure where rules are visible and all stakeholders are treated fairly.