Across the United States, more than 100 million people in underserved communities lack access to primary care services. Nowhere is this crisis more acute than in rural America, where 77% of counties are considered "medical deserts"—places where basic healthcare is out of reach for many. The consequences are profound: preventable illnesses go untreated, maternal and infant health outcomes lag, and entire communities are left behind in the nation’s healthcare progress. Traditional solutions, such as community health centers and government programs, are vital but not sufficient to close these gaps at scale. The time is ripe for private sector innovation to complement public efforts and reimagine how care is delivered.
Retailers—grocery chains, pharmacies, and even big-box stores—are uniquely positioned to help bridge the rural healthcare divide. With their extensive physical footprints, trusted community presence, and growing digital capabilities, retailers can serve as local health hubs, offering services that go far beyond traditional retail. The convergence of retail and healthcare is already underway, with in-store clinics, telehealth kiosks, and digital pharmacy services becoming more common. These models offer a compelling answer to the rural access crisis:
Retailers’ ability to offer these services is amplified by the frequency and consistency of in-store shopping visits, making healthcare more accessible and familiar to rural populations.
While the physical presence of retailers is a powerful asset, the true opportunity lies in digital transformation. By leveraging omnichannel experiences, integrated data, and platform design, retailers can:
Publicis Sapient’s work in digital business transformation demonstrates how these capabilities can be brought to life. For example, modern cloud-based platforms and robust data management enable organizations to break down silos, connect disparate services, and deliver unified, patient-centric experiences. In the context of retail healthcare, this means a rural shopper could schedule a telehealth visit, pick up a prescription, and receive personalized nutrition advice—all in one trip, supported by a single digital platform.
The potential for retailers to serve as digital health hubs in rural America is significant:
Despite the promise, several challenges must be addressed for retail healthcare to fulfill its potential in rural areas:
Publicis Sapient brings deep experience in omnichannel experience design, data integration, and platform engineering to help retailers and healthcare organizations seize this opportunity. Our work with public sector agencies and private enterprises alike has shown that:
By applying these principles, we help clients transform their physical and digital assets into integrated health ecosystems—bridging the gap between retail and healthcare, and between urban and rural America.
The convergence of retail and healthcare, powered by digital transformation, represents one of the most promising avenues for addressing rural health disparities. By reimagining the role of retailers as digital health hubs, we can:
The future of rural healthcare is not just about more clinics or more doctors—it’s about smarter, more connected systems that meet people where they are. With the right strategy, technology, and partnerships, retailers can become a cornerstone of this new health landscape. Publicis Sapient stands ready to help organizations lead this transformation, ensuring that quality care is within reach for all—no matter where they live.