This paper explores the definition of value in healthcare and discusses the main challenges and opportunities in hospital operations management through semi-structured interviews. The participants included seven professionals working in hospitals and two experts with research experience on the theme. On average, they had ten years of experience in a variety of roles. The interviews were recorded, transcribed, and qualitatively analysed by the researchers. Three main categories were identified for the perception of value in health: quality and safety; positive experience; and appropriate cost. For each of the dimensions analysed, a list of types of problems and opportunities was discussed, to obtain a qualitative diagnosis of the challenges in hospital operations management that can guide the actions of professionals in other regions and contexts. The qualitative diagnosis obtained is a toolbox that can guide other professionals dealing with health services' main challenges.