The COVID$-19$ pandemic drove innovation in all phases of life, as businesses tried to find new ways to serve their customers. One industry that saw a huge change was rural medicine, where medical facilities are scarce, given the smaller populations. Doctors had to cover multiple locations or even towns, sometimes traveling for hours to meet with only a few patients at one office and then traveling again later that day to another location. During the pandemic, virtual visits, or telemedicine, quickly became a popular replacement delivery method for doctors who were providing physician services.

In the image below, select the arrow that illustrates what happens in the market for physician services as telemedicine increases.