Fix $A\in B(H)$ with $\langle Ax,x\rangle>0$ for all $x\in H$. Since the function $x\mapsto \langle Ax,x\rangle$ is convex and strongly continuous, it is weakly semicontinuous.* Thus it takes its minimum on the weakly compact set $\{x\in H:\|x\|\leq 1\}$. Therefore $\langle Ax,x\rangle\geq \lambda\|x\|^2$ for some $\lambda>0$.
If $B\in B(H)$ is self-adjoint with $\|B\|<\lambda$, then $\langle Bx,x\rangle$ is real for all $x\in H$ and $|\langle Bx,x\rangle|\leq \|B\|\|x\|^2<\lambda\|x\|^2$. Hence
$$
\langle (A+B)x,x\rangle\geq \lambda\|x\|^2+\langle Bx,x\rangle>0.
$$
Thus $\{C\in B(H):C\,\text{self-adjoint},\,\|A-C\|<\lambda\}$ is contained in the cone of all strictly positive operators.
To see that this set is not open in $B(H)$, simply note that if $B$ is not self-adjoint, then $A+\epsilon B$ is not positive for all $\epsilon>0$.
*The argument goes as follows: A map $f\colon H\to \mathbb R$ is weakly lower semicontinuous if and only if the sublevel sets $\{x\in H: f(x)\leq \alpha\}$ are closed for every $\alpha\in \mathbb R$. But since $f$ is convex, its sublevel sets are convex, and by the Hahn-Banach theorem every strongly closed convex set is weakly closed. Thus every strongly lower semicontinuous (in particular every strongly continuous) function on $H$ is weakly lower semicontinuous.