The humanization of healthcare provision is a vibrant topic in academic and public discussions. Sweden has pioneered innovative educational policies seeking to forge commitment among a new generation of doctors to a "patient-centred" approach. In accordance with Michel Foucault's theoretical elaborations, this study takes the discourse of humanization to be a feature of politico-economic regulation or governing, and measures the adherence of doctors to this humanization project. Conducted in western and southern Sweden among practitioners in public primary and specialized care, the survey confirmed the importance of patient-centeredness at the level of doctors' rhetoric, self-reflection and in self-reported clinical practice. Additionally, another discourse shaping the collective professional "mentality" - the discourse of economic efficiency - emerged from the collected data, potentially destabilizing the effects of humanization.