This teaching case describes some events that occurred at Hospital Pro Vida, an institution founded around twenty years ago in the state of Santa Catarina. Through its clinical staff, the hospital offers twenty-two medical specialties, with obstetrics as its flagship. The story for the case revolves around a meeting between the administrator and the hospital's administrative and tax committees. They need to make some decisions to boost their business, one possible strategy being to strengthen their image in society through Corporate Governance, and thus attract more investors. However, its administrator, Jorge Ramos, soon realizes that this will not be easy, due to numerous internal conflicts, such as the conflicting goals of the clinical staff and the hospital administration. How can they overcome these conflicts and implement a truly effective corporate governance?