Healthcare organizations continue to navigate the transforming healthcare industry and identify new avenues to engage with consumers outside of the facility walls. In a fast-paced, information-dominated world, successfully interacting with consumers may seem like a daunting task. The key is to connect with consumers where they are and provide them with actionable health and wellness information they need to live a healthier life. When you think of social media in healthcare you might think it is a tool for marketing, but it goes much farther than that. Sure, social media can be used to attract and retain consumers, but social media can also be a powerful tool to reduce healthcare costs and help with chronic disease and population health management. Healthcare organizations are in varying stages of becoming social enterprises, from social innovators like Mayo Clinic to those beginning the journey to developing a comprehensive social media strategy. In this perspective, we take a look at the evolution of social media in healthcare and discuss what social media in healthcare will look like in the future.