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07.09.07
Google, Microsoft Battle Could Trigger Healthcare Backlash
 By
Bill Hartzer
Wireless Healthcare, independent UK based analysts specialising in the application of mobile and wireless technology in the healthcare sector, says that the battle between Google and Microsoft could trigger a backlash in healthcare.
They say that if Google and Microsoft enter the healthcare sector, it could be lead to the emergence of services that are highly disruptive within the healthcare market.
Google and Microsoft know that a huge number of searches are related to healthcare and apparently are actively attempting to build a presence in the healthcare business.
According to Wireless Healthcare, Google and Microsoft's push to get into the healthcare business will have an impact on both healthcare professionals and medical device manufacturers.
Recent reports published by Wireless Healthcare say that physicians who are already having to come to terms when patients who have search at a search engine for their symptoms could see these same patients gaining access to their genetic profile and managing their health. Patients will soon be able to gain access to their online patient record.
Wireless Healthcare believes that Google's recent investment in the 23andMe (a Genetic profiling company) and Microsoft's recent purchase of Medstory (an intelligent medical search company) could be leading to the emergence of services that are highly disruptive within the healthcare market.
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Wireless Healthcare says that "while Internet search vendors derive most of their current revenue from advertising, it is unlikely they will be able to base online health on the same funding model. They go on to say that "Advertising and healthcare do not mix well and this issue is already proving to be controversial. I am sure that regulators would be unhappy if banner advertisements started to appear on a patient's online medical record or diagnosis," said Kruger. However, in a report on consumer electronics and ehealth, Wireless Healthcare Describes a number of funding models that have already been deployed by Companies marketing healthcare devices and services to the growing 40 to 59 demographic group - people who both take their health seriously and have started to use internet searches to identify early signs of disease."
Wireless Healthcare's reports are available on their website here.
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About the Author:
Bill Hartzer manages the Search Engine Marketing division of MarketNet, Inc., a leading full-service interactive design and development firm in Dallas, Texas. Hartzer recently joined MarketNet, where his vast experience significantly bolsters MarketNet's already robust search engine marketing offerings.
http://www.billhartzer.com
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