A move like this could represent a shift in strategy for Microsoft, veering away from the broader scope of competing with the likes of Google and Yahoo for the entire search pie, but instead focusing on developing itself as a niche destination for users seeking more detailed results within specific verticals.

In the Microsoft’s statement regarding the acquisition, the company references a study by the Pew Internet & American Life project. According to the study’s findings, 8 million people in the United States go online for health information every day, and 53 percent of health-seekers said a recent search had an impact on how they take care of themselves or someone else.

The figure that Microsoft finds the most interesting, however, is that 22 percent of respondents said they felt frustrated by a lack of information or an inability to find what they were looking for when searching for health information. With the acquisition of Medstory, it’s clear that the boys in Redmond are looking to appeal to this ever growing search market.

“At Microsoft, we are focused on enabling people to make the best decisions,” said Peter Neupert, corporate vice president for health strategy and leader of the Health Solutions Group.

“We were impressed with the ability of Medstory’s unique technology to organize and surface the most relevant online health content, which empowers consumers who are trying to find the right information about an important life event.”

“Instead of trying to force people to think in terms of the way a computer searches, we’re enabling computers to more intuitively conduct searches in the way that people think,” said Dr. Alain Rappaport, M.D., Ph.D., CEO and founder of Medstory.

“With Microsoft’s global reach and experience, I look forward to this soon becoming a standard for online searches in health and medicine.”

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