Physicians and other healthcare providers who work in developing and under-developed countries on behalf of non-governmental organizations have special ethical duties in addition to applicable laws. Heightened attention to ethical conduct is especially important amongst populations that are ill positioned to advocate for themselves in the absence of compliance with such principles. Furthermore, without such ethical adherence, under-served populations may even be more harmed than benefited in certain circumstances. Poorly executed programs squander funding, divert resources, and raise false expectations amongst persons in need. Concern Worldwide’s Innovations for Maternal, Newborn & Child Health Program offers a model of exemplary approaches for replication. The approach presents a societal parallel to individual patient care, and thus also offers the opportunity to reflect about rigorous ethical standards of medicine.