I argue for a different approach to bioethics, and work towards a new way to conceive of ethical relations in healthcare – one that does not presume a sovereign subject as the basis of dignity, personhood or democracy. Instead, I am critical of the narrow instantiations of reason, autonomy, and freedom, which, more recently, have been co-opted by a troubling neo-liberal politics of the self. Thus, I am critical of current trends in medical ethics, often running in tandem with corporate-governmental models of efficiency, accountability, and so-called evidence-based best practices. As an example of such market-driven conceptions of subjectivity, I discuss the paradigm of "self-care." Self-care shores up the traditional view of the self as a free agent. In this sense, self-care is looked upon favourably by mainstream bioethics in its focus on autonomy, while healthcare policy endorses this model for ideological and economic reasons. To contrast this, I propose a different model of care together with a different model of selfhood. Here I develop and apply Foucault's late work on the "care of the self." In this understanding of "care," I suggest that we might work towards an ethical self that is more commensurable both with recent theoretical views on subjectivity and – more pressingly – with the challenges of emergent biotechnologies. I end this paper with a discussion on ethical parenthood, which offers a practical reading of the "care of the self" in relation to new reproductive technologies (NRTs).