The San Juan Bautista School of Medicine initiated various academic strategies to develop a culture of professionalism promoting fundamental values such as: moral ethics, altruism, and humanistic attitudes.  The Professionalism Program was designed and incorporated into the curriculum on 2003 academic year from the first to the fourth year.  The main goal of this program is to teach our students to treat the patients with empathy, compassion, and honesty.  Several courses, such as: medical ethics, public health, legal medicine, previously offered separately at the Medical School , were fused into the program Professionalism, in a logic and coherent sequence.  The learning goals include: (1) medical ethics, (2) effective communication skills, (3) excellence in medical practice, (4) learn about law and medicine, (5) analysis of the importance of public health in the practice of civic professionalism, (6) appreciation of humanistic characteristic through art, and (7) proper medical office management.  The students were exposed to group discussions, interactive lectures, reflection on assigned reading, writing exercises, and community work activity; which were also used for evaluation.  Besides the implementation of the Professionalism courses, the program initiated with a White Coat Ceremony, an initiative that involves the whole academic community.  Also at commencement act a Humana award was given to the graduate that had outcomes were observed: medical ethics, and legal management has been well accepted and they clearly understand the importance of this service to patients.  The students considered the White Coat ceremony a very important initiative that identifies them with their medical career.  In terms of the communication skills there is a discrepancy between the groups, the first year group expressed that they are better communicators, however, around fifty percent of the second year students disagree in this aspect.  Two unexpected results were observed: neither group knew about the prestigious Humana Award given at the graduation ceremony, the second year students disagree that the faculty are all observing professionalism.  It can be concluded that the initiatives to develop a culture of professionalism has been achieved, but changes must be introduced to comply with all the educational objectives of this program.