Social inequality is a significant challenge in the Danish healthcare system, and in general practice the inequality has many faces. To give more to those who need most is a difficult task, and research shows the diversity of the challenges experienced in the primary healthcare sector. However, as argued in this review, through innovative research we may be able to find new directions in how to provide patient centered healthcare, and in taking on this task general practice is centrally positioned as the place at which most patients are seen on a regular basis.