As multi morbidity becomes more common, resource availability stalls, and health inequalities grow wider, health care needs to be re-balanced. Covid-19 has simply highlighted the challenge. Unconditional, personalised continuity of care is the "silver bullet” of general practice/family medicine, an antidote to health care fragmentation and the basis for health improvement, especially in deprived areas.

This presentation will describe the origins, nature, aims and achievements of the Deep End movement, and the three building blocks that are needed to realize the exceptional potential of general practice.

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