RationalLow‐value radiological imaging threatens patient safety and efficient use of limited health resources. It is important to evaluate measures for reducing low‐value utilisation, to learn and to improve. Accordingly, the objective of this study was to qualitatively evaluate a pilot intervention for reducing low‐value imaging in Norway.MethodsSemi‐structured interviews were conducted aimed at describing stakeholders' experience with a multicomponent pilot intervention consisting of a standardised procedure for referral assessment, a standardised return letter, and information about the value and possible risks of magnetic resonance imaging‐examinations to the public. Data were analysed in line with qualitative content analysis with a deductive approach.ResultsSeven healthcare providers were interviewed, including two radiologists, two radiographers, one manual therapist, one practice consultant and one general practitioner. Data analysis yielded four categories: (1) information and reception, (2) referral‐ and assessment processes, (3) suggestions for improvement and facilitation and (4) outcomes of the pilot intervention.ConclusionsThe pilot intervention was deemed acceptable, feasible, engaging and relevant. Specific training in the use of the new procedure was suggested to improve the intervention. The simple design, as well as the positive acceptance demonstrated and the few resources needed, make the pilot intervention and methodology highly relevant for other settings or when aiming to reduce the number of other low‐value radiology examinations.