Informed consumers challenge the role of physicians, who have long been in a powerful position as the keepers of knowledge. As increasing amounts of medical, genetic and personal data are crunched, computing power delivers more accurate and personalised diagnosis. What is left is providing the human factor, a role traditionally left to nurses. Could the medical profession reinvent itself? In the UK, medical professionals are still the most trusted group in society. And to make sense of large amounts of sensitive information, there is need for a secure and trusted navigator, as shown by current regulatory battles over direct-to-consumer DNA testing. Web 3.0 may hold the key to Health 3.0 - offering secure access and revaluing expert opinion.