AbstractAimTo determine healthcare professionals' (HCP) views of group structured education for people with newly diagnosed Type 2 diabetes.MethodsThis was a qualitative study using semi‐structured interviews to ascertain primary care HCPs’ views and experiences of education for people with newly diagnosed Type 2 diabetes. A thematic framework method was applied to analyse the data. Participants were HCPs (N = 22) from 15 general practices in three south London boroughs.ResultsAll but one HCP viewed diabetes education favourably and all identified that low attendance was a problem. Three key themes emerged from the qualitative data: (1) benefits of diabetes education, including the group mode of delivery, improved patient interactions, saving HCPs’ time and improved patient outcomes; (2) factors limiting uptake of education, including patient‐level problems such as access and the appropriateness of the programme for certain groups, and difficulties communicating the benefits to patients and integration of education management plans into ongoing diabetes care; and (3) suggestions for improvement, including strategies to improve attendance at education with more localized and targeted marketing and enhanced programme content including follow‐up sessions and support for people with pre‐existing psychological issues.ConclusionsMost HCPs valued diabetes education and all highlighted the lack of provision for people with different levels of health literacy. Because there was wide variation in terms of the level of knowledge regarding the education on offer, future studies may want to focus on how to help HCPs encourage their patients to attend.