One-Stop Search

“Vertical search sites have a big advantage over general search: They are able to go much deeper and present much more structured information for the user. Last year, roughly 100 million U.S. consumers searched the Web for health information. For Healthline.com, this was a huge opportunity to become an expert, but they didn't dive in head first. Before entering the consumer market, [Healthline] spent several years developing highly sophisticated search technologies for health care organizations, such as PacificCare, Merck and Dartmouth Medical.”