Purpose: Innovation in healthcare services is an important strategy in providing a competitive advantage to healthcare facilities in Indonesia. Pharmacy services hold significant value within the overall hospital services and are the most complex services in the hospital. The objective of this research is to identify the gap between the profile of pharmacy service users and the pharmacy services provided, to discover the value proposition of pharmacy services, and to develop a business model for pharmacy services. Method: The research methodology used is qualitative with a case study strategy and an abductive development approach. Data were collected through in-depth interviews with 6 (six) patients with outpatient insurance coverage and 6 (six) pharmacy staff. Results: The results of data collection involved data reduction and data analysis, which generated ideas that were used as value propositions in the business model canvas development component, to be proposed as the final part of the research objectives. The business model canvas was tested for desirability, feasibility, and viability with 5 (five) patients and 5 (five) pharmacists.The research results indicate that there are 2 (two) main gaps, including long waiting times in pharmacy services and a lack of information about queue status in pharmacy services. At least 4 (four) value propositions for pharmacy services have been developed, including improvements in service speed, transparency of service information with a notification system, stock certainty, and a better patient experience with a fast and clear service approach. Recommendation: The research is expected to provide practical recommendations for hospital management and can be conducted more effectively by using a formulated prototype so that the ideation results can be tested directly.