Objective Exploratory, descriptive, qualitative study aimed at checking the meaning of the term humanization for nurses and physicians at a private hospital in the city of São Paulo and identify factors that hinder and facilitate humanization in care. Method Exploratory, descriptive, and qualitative study conducted with 19 health care professionals. After data collection, the reports were categorized according to the method proposed by Bardin and analyzed within the theoretical framework of humanization. Results Humanization is related to respect, caring, and empathy. In professional practice, the actions aimed at humanization can be facilitated by organizational culture, but hampered by overwork. Conclusion It is necessary to adopt management policies and actions that provide professionals to meet the expectations of patients and their families in search of humanized care.