For most people, utilizing reproductive health services is colored by strong emotional and subjective implications. Therefore, it is essential to know the local situation well when planning those services and designing activities directed toward the community. User satisfaction also depends on allowing those persons to participate in solving problems from their own perspective and on the treatment they receive from health service personnel. It's impossible to overstate the importance of the performance of health care providers and, accordingly, the management of those personnel. This article presents general principles that govern such management, the tasks that management entails, and the most desirable attitudes in reproductive health service providers