This report details lessons learned from the experiences of the United States Agency for International Development-funded Banking on Health project and its partner financial institutions in Romania as the institutions sought to increase lending to the private health sector from 2006 through 2009. For the benefit of banks, donors, governments, and technical-assistance providers, the report chronicles Banking on Health’s work with four different financial institutions (three banks and one microfinance institution) and the strategies they adopted to increase their lending to the sector. The financial institutions’ innovative marketing and product-development activities led to an increase in lending of more than $170 million to 8,500 health-sector borrowers. The report describes how strategies were adapted to meet the dramatic changes in the economic environment during those years.