OBJECTIVE To engage pharmacy students at the McWhorter School of Pharmacy in an authentic discussion of professionalism early in their education. METHODS A booklet was prepared that included several classic short stories and essays that dealt with professionalism. This booklet was sent to all entering students in the class of 2008 and 2009 during the summer prior to their first-professional year of the PharmD program. The stories and essays were discussed in small groups with faculty facilitation during orientation when the students first arrived on campus. A survey instrument was created and administered to assess the impact of this innovative approach to enhancing professionalism. RESULTS The program was well received and engaged our pharmacy students in a productive discussion on professionalism. Both classes' mean scores on survey items related that the students were engaged in the discussion of professionalism. Survey results pertaining to professional behavior also indicated increased awareness of the importance of professionalism. CONCLUSIONS Enhancing professionalism requires a culture change that necessitates addressing professionalism at its core, a calling to serve, in a persistent and continual manner. Requiring students to read and think about professionalism in a novel way, before they even begin their first-professional year of pharmacy school, appears to be an effective approach to nurturing/encouraging professionalism.