Objective To construct a new model of innovation and entrepreneurship education in traditional Chinese medicine colleges and universities, and to enhance the practical effect of innovation and entrepreneurship education in traditional Chinese medicine colleges and universities, and to cultivate more traditional Chinese medicine talents with innovative spirit and entrepreneurial ability. Methods We interviewed 44 teachers and management personnel related to innovation and entrepreneurship education from 11 traditional Chinese medicine colleges. Using qualitative analysis software Nvivo11, the collected 30 000 words interview text raw materials were open coded to gain a deeper understanding of the current situation and problems of innovation and entrepreneurship education in traditional Chinese medicine colleges and universities. Results The core components of the innovation and entrepreneurship education model in traditional Chinese medicine colleges include the guarantee system, training system, school-enterprise government linkage system, training objectives, educational principles, training methods, and evaluation and assessment system. Conclusion Traditional Chinese medicine colleges and universities can develop and implement effective response strategies in terms of transforming students' awareness of entrepreneurship and innovation, building a reasonable teaching staff, optimizing the allocation of resources both inside and outside the school, and increasing the emphasis on general knowledge.