Google is expanding its search feature that integrate structured health-related content at the top of search results to include medications contents (US only).
"When users search on a prescription or generic drug (e.g., Lipitor" or "acetaminophen") a summary and description will appear at the top of search results. The summary links to National Institutes of Health (NIH) content and more specific information such as "side effects." The new feature was developed in partnership with NIH."
Google's Roni Zeiger characterized Health as a key vertical in terms of consumer interest and query volume. Bing designated Health as one of its "strategic verticals" as well. By making this type of information more visible — and reliable — in search results Google may drive additional consumer queries for drugs and their side effects. In terms of advertising, IAB shows Phrama and Health Care as a significant online ad-spending category.