Since 1988, Brazil has built a national health system procuring a response that meets universal health care. The government created the Family Health Strategy (FHS) to help improve access to health services through primary health care teams developing interdisciplinary actions. Scarcity of doctors with family medicine (FM) competencies in Brazil limits the FHS effectiveness. The lack of family physicians can be traced primarily to the medical schools where training supports other specialties besides FM. Innovation is required to bring students to the specialty and medical marketplace. The authors relate their experience and advances in designing alternatives to seize solutions to address challenges related to strategic aspects of FM that can improve medical education practices. Challenges presented exemplify means to expose students to key principles of FM practice such as continuity, commitment and longitudinal care, together with other attributes of FM practice such as team work and interprofessional action. A key asset in overcoming the challenges for primary health care through improved FM practice is the exposure of students to FM practitioners that mentor student practices as role models in different settings where health care is provided.