The introduction of welfare markets in publicly financed healthcare system has together with digital innovation of healthcare delivery led to a rapid growth of direct-to-consumer telemedicine services. In Sweden, the rise of such digital doctors has sparked a debate and there are indications that these developments might affect the overreaching goals of Swedish healthcare delivery on equal terms and according to need. This thesis examines the emergence of the new digital healthcare market and the political debate surrounding these developments, in order to answer the overreaching question of what these developments mean for equity in health in the Swedish healthcare system. This is done by describing developments on the digital healthcare market in Sweden and by conducting an idea analysis of the political parties’ views on these developments. Findings indicate that healthcare providers have great influence on the digital healthcare market in Sweden at the expense of public actors. Results from the idea analysis shows that political parties mainly discuss health equity in relation to the digital healthcare market in line with social or liberal egalitarian ideas of health equity.