KKR’s $2.8B WebMD acquisition and how searching for health information has evolved

Private equity giant KKR has acquired WebMD, which helped popularize the health information web search, in a $2.8 billion deal. As part of the deal, KKR will make WebMD websites aimed at consumers and clinicians, including Medscape, part of its Internet Brands unit, according to Reuters. Internet Brands has been active in the healthcare space since 2012 when it acquired Officite, which produces websites and online marketing for healthcare practices. The company, started in 1996, had monthly unique visits that fluctuated between 74 million at the start of 2o16 to 6o million in November, according to data from comScore.