According to Health Education England, the fundamental principles of health coaching are intended to help patients self-manage their health condition in pursuit of their goals. This is a radical change from a historically paternalistic culture, where health professionals exercised control in how care is delivered, towards a shared decision-making process with the patient.

Based on behaviour change theory and forming part of the NHS Long-term plan, the technique is devised to equip people with the confidence, knowledge and skills to live healthier lives.