To explore affecting factors and strategies adopted by doctors in revealing the diagnosis of breast cancer to their patients, we interviewed 11 doctors including attending doctors, subspecialty fellows, and residents in a medical center of central Taiwan. Semi-structured interview guide was used to guide the interview process. All interviews were tape recorded and transcribed verbatim. We analyzed the data by using content analysis to reveal codes, categories, and themes. In this study, data collection and data analysis happened concurrently. The results of this study show factors including patient, family members, doctor, and current medical system have effects on doctor's attitude. With a general acceptance of patient's autonomy, patients have replaced family members as the leading persons. Doctors play the role of director. Each disclosure of diagnosis poses a test to the doctor. Strategies adopted by doctors include being a companion of secluded valley, getting use of the team, being evidence-based, adjusting the disclosure interactively, getting an informed consent, and establishing a guideline. Doctors also adopt strategies to provide their patients a hope when they are in the great distress. Our study is mainly focused on diagnosis disclosure of breast cancer. Issues on discussing with patients about treatment options, or prognosis are not covered in this study. These issues need to be explored in future studies.