International Journal of Preventive Medicine (Int J Prev Med)2008-78021582024112029272927ENHealth Policy Research Center, Institute of Health, ShirazHealth Policy Research Center, Institute of Health, ShirazHealth Policy Research Center, Institute of Health, ShirazHealth Policy Research Center, Institute of Health, ShirazDepartment of Health in Disasters and Emergencies, Health Human Resources Research Center, School of Health Management and Information Sciences, ShirazHealth Policy Research Center, Institute of Health, Shiraz1Health Policy Research Center, Institute of Health, Shiraz 3Student Research Committee, Shiraz University of Medical Sciences, Shiraz1Health Policy Research Center, Institute of Health, Shiraz1Health Policy Research Center, Institute of Health, Shiraz20241117Background: A decade after the implementation of the Urban Family Physician Program (UFFP) in Fars province, southern Iran, we aimed to reveal people’s opinions regarding the strengths and challenges of this program, which help policymakers for evidence‑based improvement of this program. Methods: In this thematic content analysis qualitative study, which was performed in 2023, one adult individual of each family under the coverage of UFPP was selected using a purposeful sampling method. Then, an in‑depth and semi‑structured phone interview was conducted with each participant. Interviews were continued until the achievement of data saturation. The trustworthiness of data was checked according to Guba and Lincoln criteria. Data analysis was accomplished using MAXQDA software version 10. Results: A total of 25 participants with a mean age of 41 ± 12 years old were interviewed. Extracted strengths points of UFPP consisted of 390 meaning units, 41 open codes, 16 subcategories, 9 categories, and 3 themes, of which the main themes consisted of proper governance, adequate service provision, and promoting community health. In contrast, the challenges of this program comprised 127 meaning units, 54 open codes, 17 subcategories, 7 categories, and 3 themes, the main themes of which included weak governance, inefficient service provision, and limitation of resources. Conclusions: After a decade of implementation, people demonstrated contradictory opinions about many aspects of UFPP. Strength points should encourage policymakers to advocate more for this program and extend it to the other provinces of Iran, whereas weak points should be used for its revisions and improvement.http://ijpm.mui.ac.ir/index.php/ijpm/article/view/2927http://ijpm.mui.ac.ir/index.php/ijpm/article/download/2927/717718768