e.g. I just searched "<my town name> emergency" in google and bing. Bing came up with a travel site and several news articles. Google came up with a map with the local emergency department as the highlighted pin and urgent care as subsequent pins.
Google's little blurbs are also very handy in this case with instructions popping up as the first result when I search snake bite treatment and seizure care. (Actually I went through a few more emergencies after that and was pleasantly suprised how good google was at turning up instructions for emergency care)
It wouldn't surprise me if the monetary pressure associated with medical care in the US and the deep pockets of microsoft made them a tempting target.