Community Pharmacists’ Experiences in Providing Self-Medication Services for Common Cold and Influenza: A Phenomenological Study

Common cold and influenza are viral respiratory infections that may lead to complications in vulnerable populations and are commonly managed through self-medication. Community pharmacists play a key role in ensuring safe and appropriate use of over-the-counter medicines. This study aimed to explore community pharmacists’ experiences in providing self-medication consultations for these conditions. An interpretive phenomenological design was employed using semi-structured face-to-face interviews with practicing pharmacists in community pharmacies. Data were transcribed verbatim and analyzed inductively, with themes interpreted using the Capability, Opportunity, Motivation–Behaviour (COM-B) framework. The findings revealed that pharmacists contributed to safe self-medication through patient-centered communication, tailored recommendations, and safety-oriented practices, particularly for high-risk groups. However, variations in assessment, recommendation accuracy, and information provision indicated gaps in clinical reasoning and access to reliable resources. Themes related to the use of herbal and natural products, as well as emerging perspectives on artificial intelligence, also reflected the evolving scope of pharmacy practice. Strengthening pharmacists’ competencies and integrating decision-support tools may enhance consultation quality, promote rational medicine use, and improve patient safety. These findings highlight the need for structured, pharmacist-centered interventions to support responsible self-medication in community settings.