Despite the great potential for healthcare professionals, individuals, and researchers, integrating healthcare information from personal health records (PHR) and electronic health records (EHR) systems is complicated because of structural- and semantic heterogeneity and -privacy. Healthcare data is an emotional issue because of fear of privacy violations. Blockchain technology enables a patient's data privacy, transparency, and immutability in cross-organizational processes where a patient regulates access to his data and is aware of its usage. At the same time, blockchain technology creates new challenges for e-healthcare systems, such as data privacy, observability, and online enforceability. In this paper, we propose a design and formalization of a secure blockchain-based, and patient-centric system with a definition of PHR requirements, an ontology for privacy-conflict resolution- and management mechanisms that takes into account the emotional aspects related to sharing sensitive healthcare records. Throughout this paper, we illustrate our ideas with a running case about preventive- and personalized healthcare.