Hospitals have been conservative organizations especially in the United States where litigation and regulation hangs over medical practice. Yet hospitals and group practices are by definition collaborative making them idea proving grounds for social media. This presention will detail the gradual of social media in a large hospital and group practice. Specifically, we will discuss the initial emergence of medicine 2.0 through early adopters creating unofficial tools such as, blogs and wikis, and how the organization is now embracing aspects of social media and health 2.0 as both marketing efforts to reach out and listen to consumers but also enhance collaboration within the institution. The intersection of ehealth and medicine 2.0, particularly as it relates to personal health records will be included as a case study.