This paper presents a case study which was developed as one of the deliverables of the Teaching Research and Development Grant received from the Academy of Marketing, UK. It presents the case of the BRAC Health Programme that provides essential medicines and healthcare services to the rural poor of Bangladesh through the network of its own micro-finance programme, while utilising government facilities and enhancing the distribution channel of the private sector pharmaceutical companies operating there. Because of lack of financial resources and know-how, the public sector cannot provide essential services like health and education to all the people in developing countries. BRAC's Health Programme tackles this problem to an extent with the help of its community health volunteers who take essential health services to the remote and rural corners of the country. It is a good example of cross-sectoral working in partnership with NGOs in social marketing in developing countries.