Digital innovations have started to extend value chain into the customer decision making process, enabling them to support two major types of customer services: empowerment prior to customer purchase, and engagement during and post-purchase. Service organisations such as health care firms, by virtue of their intense engagement with patients during in-patient care have a unique opportunity to empower patient’s health care choices once they become outpatients. The understanding patient ecosystems and social support networks during this engagement has important implications for the digital transformation of care related support to reduce health care costs and also empower patients to self-manage their health. The research uses a framework to develop alternative care support environments and, using four case studies, develop a research agenda for digital transformation to support the empowering of health care consumers by engaging them effectively inside the hospital.