Google announced today the addition of two new health insurance companies to its Google Health platform at the Health 2.0 – original naming FTW – event in San Francisco. The fact that the company is touting this addition on its main blog is telling because it cuts to the heart of the product’s main challenge.

You see, Google Health – which enables you to store and manage all your health information in one place on the Web – can be a great service but it only becomes truly useful when your own health insurer and health care providers sign on to participate, since they are the ones who generate and keep your personal health data.

And flocking to it, they ain’t.

Whether it be bills, insurance forms, medical records or prescriptions, patients are often inundated with vast quantities of paper. Google Health is now trying to help you organize all of this paperwork in its platform. Google Health, which finally launched last May after months of rumors, has ambitions to become a centralized and secure place to store medical records online.

The new feature lets patients upload scanned paper documents into your Google Health account. Google particularly suggests that you upload an “advance directive,” which determines your end-of-life wishes so that your family and doctor can honor them if you get sick and are unable to communicate. Google Health is actually working with a advance directive provider, Caring Connections, to provide a free, downloadable form customized for all 50 states. In order to complete the form, you need to download it, print it out, complete it, scan it, and upload it back to Google Health.

Online health records is a rapidly growing segment of the health 2.0 world—Google Health, Microsoft’s HealthVault, WebMD, Aetna’s SmartSource (via a partnership with Healthline), and Revolution Health (now part of Waterfront Media), are just a few of the many online platforms that let consumers organize their health records online in a secure portal.

In a space where you are competing with prestigious medical institutions and platforms backed by the largest tech companies in the world, there’s not much room for the small, bootstrapped startup. Unfortunately, miVitals, an Australia-based startup that provides an online storage platform for consumer health records, will be shutting its doors in mid-May due to lack of funding. miVitals, which was primarily financed by angel investors, is a free service that let you store medical records, manage accounts for your family, schedule appointments, and share this information with your health care professionals.

The slow but steady march towards a unified online healthcare management system continues. Google has announced that it has forged a new partnership with CVS, one of the nation’s largest pharmacy chains, allowing CVS customers to import their full prescription history into Google Health. CVS joins other major pharmacies including Longs Drugs and Walgreens in offering the same functionality, which combined now allow over 100 million Americans to import their medical histories into Google Health, which launched last May.

It may not sound terribly exciting at first, but the ability to quickly look up a patient’s past and current medications is actually very important in an age when it seems that nearly everyone is on at least one prescription medication. While national pharmacies can typically look up what medications you’ve filled from other branches of their store, they can’t search through the systems of other chains, so they’re forced to rely on the patient to self-report their medical history.

After months of rumors, Google Health finally launched last May, promising to store our medical records in a secure way that is more accessible, easier to understand, and useful than traditional paper records. Since then we haven’t heard too much about the service, which isn’t particularly surprising given the sensitive nature of the information involved (this isn’t a space where Google is going to take new feature additions lightly). Today, Google has announced that it has launched a significant new feature, giving users the ability to share their medical records with designated family or close friends.

The general idea behind the feature is that oftentimes during emergencies family members may not know the details of your medical history, like medical allergies. Such information can be lifesaving, but sharing extremely personal medical information is not something that should be taken lightly. Google is taking lengthy measures to ensure the security of the data, associating invite links to specific Email addresses and allowing users to track who has viewed their records. All shared records are also read-only.