Today companies in all industries use digital technology in their business strategy. In Sweden private actors have put digital health-care services on the market and the increased use of them has forced the digitalization of the Swedish health-care system. Studies have shown that usages of digital health-care services offered by the county council has been tenfolded during Covid-19. The majority are from Stockholm, Gothenburg and Malmo. A natural effect of digitalization is that competing companies start to imitate each other and begin to have similar properties. In Stockholm the inhabitants are used to a certain lifestyle and having many options of services to choose from, quick delivery and access. For many people where you live is a choice, you can stay or move away from the fast-paced environment. A small city can look entirely different when it comes to people’s expectations or desires. As a company owner, you can also choose. The digitalization gives you many possibilities, it shouldn’t be complicated nor expensive to implement a digital business strategy.