Factors influencing community pharmacists’ provision of health promotion and disease prevention services in Jordan: Qualitative thematic analysis and deductive mapping to the COM-B model

Background: Non-communicable diseases represent a major cause of morbidity and mortality in Jordan and place increasing demands on primary healthcare services. Community pharmacists (CPs) play an important role in providing health promotion and disease prevention (HPDP) services. However, limited evidence exists regarding factors influencing their involvement in these activities. Objective: The study aimed to explore CPs’ perceptions and experiences regarding the provision of HPDP services in Jordan and to identify factors influencing service delivery, including facilitators and barriers. Methods: Between January and April 2025, face-to-face semi-structured interviews were conducted with CPs in Amman, Jordan, recruited through purposive and snowball sampling. Interviews were audio-recorded, transcribed verbatim, and analyzed in NVivo® QSR 14 using inductive thematic analysis following Braun and Clarke’s six-step approach. Transcripts were independently coded by two researchers. The identified themes were subsequently deductively mapped to the Capability, Opportunity, Motivation-Behavior (COM-B) framework. Data collection and analysis were conducted concurrently, and data saturation was achieved when no new themes emerged. Results: Fifteen CPs participated. Four themes were identified: (1) Diverse and evolving roles of CPs in HPDP; (2) Barriers to providing HPDP services, including workload, limited patient engagement, lack of appreciation from pharmacy owners, and the absence of financial incentives; (3) Professional requirements and capacity building, including continuing professional development, undergraduate training, and physician collaboration; and (4) Impact of providing HPDP services on patients, pharmacists, and the healthcare system. Deductive mapping indicated that pharmacists’ engagement in HPDP services was influenced by capability-, opportunity-, and motivation-related factors. Conclusions: CPs in Jordan play an active role in HPDP services; however, their contribution is hindered by structural, educational, and motivational barriers. Addressing these barriers through targeted training, infrastructure development, enhanced pharmacist-physician collaboration, and public awareness initiatives is essential to strengthen pharmacist-led HPDP services and support their integration into broader public health strategies in Jordan.