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The author discusses recent progress in personal health records (PHR). The column is structured as follows: first, a look at what is driving health reform concluding with the need to make "value" the first priority. The role of citizens and patients in the value drive is then discussed. They must be empowered to act as co-producers in cooperation with healthcare professionals. Lastly, the role of the PHR and services based on the PHR will be elaborated.