The ethical concept of Beneficence constitutes a moral obligation of the provider to act primarily in the best interest of the patient. Beneficence is simply “patient first.” This ethical category is supported by the concepts of Continuity of Care and No Conflict of Interest. Continuity of Care ensures that the patient is treated as a whole person, refusing to neglect the patient’s health history, socioeconomic condition, beliefs, and future health goals. A patient’s primary care physician (PCP) is best suited to understand these elements of patient circumstance and it is the responsibility of every specialist to act as a consultant to the PCP to ensure Continuity of Care. Additionally, it is incumbent upon the doctor to protect the patient from any potential or realized Conflict of Interest through transparent communication of the provider’s financial, transcendent, or other interest in a treatment option. The doctor must take the role of leader and servant, in all ways upholding the patient as preeminent.