The 1994 International Conference on Population and Development (ICPD) Programme of Action calls for a comprehensive, client-centered view of reproductive health and for the promotion of reproductive health in addition to family planning. If countries are to translate these broad and ambitious reproductive health goals into programs that meet clients’ needs, they will have to select those services that provide the widest reproductive health benefits for the most people, taking into consideration epidemiological trends, services currently offered, client demand, and resources available. This paper identifies policy and service delivery challenges and takes an historic view of past experiences in formulating, implementing, and evaluating integrated services of national public-sector programs in developing countries