Mammoth retailers like Amazon, Walgreens, and even Dollar General, a trusted low-price brand in rural America, are competing for a bite of the healthcare apple, and are reported to be investing billions of dollars and creating significant expansion plans. Their goal: become dominant players in urban areas where they have a dominant footprint and the new battleground; rural America. In a report from Cain, approximately 15% of US patients live in rural areas. Many are at higher risk for cancer, heart disease, stroke, chronic respiratory issues and unintentional injuries than metropolitan patients, according to the CDC. Patients in outside of urban areas are also typically older, sicker and more apt to be lower income.