Relative permeability modifiers (RPMs) have been used by the oil and gas industry for more than two decades to selectively help reduce excessive formation water production. RPM systems are appealing to operators because their deployment simplicity requires no zonal isolation (i.e., bullhead-type treatments). This paper discusses the application of a novel RPM system that was originally developed for water control; however, its application was extended to hydraulic fracturing, acid stimulation, overbalanced workover interventions, and waterflooding.This RPM system is based on a hydrophobically modified water-soluble polymer that, once adsorbed to the surface of the rock, selectively reduces the effective permeability to any aqueous fluid with little or no damage to oil or gas production in both injection and production modes. The hydrophobic modification to the base polymer chain adds unique associative properties to the system that allow multiple novel applications. The following applications are discussed in this paper: (1) the combination of the RPMs with hydraulic fracturing stimulation treatments in intervals previously bypassed because of their proximity to mobile water zones; (2) the combination of RPMs with acid (matrix and non-matrix) stimulation treatments used as a diverting and water control agent; (3) RPMs during overbalanced workover interventions (i.e., wellbore cleanouts, tubing-conveyed perforating (TCP), and gravel packing) used as a fluid-loss control agent; and (4) RPMs during waterflooding for improved profile modification as a diverting agent. Because this RPM does not affect hydrocarbon permeability, this system does not require the use of breakers or a cleanup stage, eliminating possible negative impacts on post-stimulation well productivity.To date, more than 3,000 treatments have been performed with this RPM system. This paper discusses the RPM performance testing and a wide variety of case histories detailing the applications described in different types of reservoirs and wellbore completions.