DISCUSSION
person‐centred
To our knowledge, this is the first study investigating the experience of goal planning with people experiencing SPMIs in a community pharmacy setting. The four themes describe and examine the processes of goal planning and the complexities of implementing goal planning in a community pharmacy setting for people experiencing SPMIs. For the most part, service user experiences aligned with many aspects of goal planning theory,Participative approaches to goal planning were significant, with goal planning providing both a purpose to relationship building and a means to enhance relationships. Pharmacists highlighted the importance of learning about service users and their lived experiences of SPMIs, confirming previous research that found improved outcomes result from goal‐planning interventions that develop strong working alliances and listen to service user priorities.While person‐centred approaches are recommended for goal planning,Research has identified that goal planning is most effective when the goals are relevant to the person concerned, challenging but realistic and can be measured.This study must be viewed in the context of its strengths and limitations. The inclusion of goal‐planning experiences from both the perspective of pharmacists and service users strengthened this study, along with the diversity of pharmacy locations. However, participants were contacted after completing the Overall, the findings from this study offer a unique understanding of how participants experienced person‐centred goal‐planning processes. Not only were goals important in supporting behaviour change, but they also provided an opportunity for service users to learn about themselves and identify their health concerns. Equally, pharmacists were able to understand more about the health challenges and barriers faced by service users experiencing SPMIs. Both pharmacists and service users noted that a 6‐month intervention was not always adequate for longer‐term health‐related behaviour change, particularly for those experiencing complex health issues and needs. Flexibility in the provision of the intervention was seen as crucial, catering to service users at different stages of readiness and allowing for an individualised approach to service delivery.