How does a psychologically-informed Whole Health Coaching Framework support cancer patients’ illness identity transformation? A case study

This case study investigates how a Whole Health Coaching Framework influences cancer patients' illness identity transformation within the Fountain Centre (FC) charity. The study involved interviews with all coaches, a sample of coachees (i.e., cancer patients) and relevant staff from the FC charity and the Royal Surrey Cancer Centre, where the charity is based. This research extends the health coaching literature, which has primarily focused on patients' goal-oriented behavioural change and emotional management, by exploring patients' values and motivations for sustainable identity transformation through the lens of Acceptance and Commitment Theory and Self-Determination Theory. The findings indicate that cancer patients experience an internalised identity transformation by appreciating emotional difficulties, developing a new sense of self, regaining control of their lives and continuously recognising their personal strengths. Furthermore, the study highlights the importance of organisational culture within both the sponsoring charity and the Royal Surrey Cancer Centre. Staff's intrinsic motivation and sincere interactions with patients positively influence the identity transformation process. Overall, this study provides practical insights into how coaches and cancer support charities can better support patients' resilience as they live with and beyond cancer, both during coaching and after coaching has been completed.