Google on Monday launched Google Health, a long-anticipated medical records service letting US users store and manage their health care information online. The offering raises privacy concerns and draws yet another battle line between Internet search king Google and global software giant Microsoft, which began offering a similar HealthVault service in October. "It isn't surprising both sides are going after it," Silicon Valley analyst Rob Enderle told AFP. He said the service was likely to strongly appeal to "Baby Boomers" -- the generation of Americans born between the late 1940s and early 1960s.