Introduction: Recent studies have revealed the benefits of Community Pharmacy Services (CPhS) on patients’ quality of life and health systems. These services are health activities provided by the community pharmacy (CP), to prevent disease and improve the health by playing an active role in optimising the use and outcome of treatments. However, in Spain there is a low percentage of community pharmacies that offer these services, except for dispensing, minor ailment service, measurements of clinical parameters, health education/information and compounding, which have been established in the profession for a long time.
Aim: Assess facilitators and barriers in the demand for CPhS by potential users, from the product approach according to the Marketing Mix 4Ps.
Material and methods: Exploratory, explanatory qualitative study based on grounded theory, by means of inductive analysis applied to semi-structured, individual and group interviews.
Results: Barriers and facilitators are similar for all the CPhS analyzed, with some exceptions. These barriers and facilitators are multifactorial, because they are linked to the pharmacy, the user, external factors and the pharmacist.
Conclusions: Barriers in the demand for CPhS are poor adaptation to user needs, unintelligible names, lack of integration of CP in the health system, lack of knowledge about CPhS, insufficient evidence of success and satisfaction in services perceived as similar performed outside the CP. However, the facilitators that help increase the demand for CPhS are the attitude and aptitude of the pharmacist, the fair treatment of the patient, accessibility, closeness and comfort of the CP and the patient’s need to improve his health status.