As a concept, patient ‘activation’ holds promise; evidence suggests an enhanced ability to self-manage long-term conditions (LTCs) and an associated reduction of healthcare use. The Patient Activation Measure (PAM) has been promoted as a tool for measuring activation. It can also be used to structure conversations with patients who have LTCs. Dudley therefore piloted the use of the PAM, backed by health coaching, in one GP practice. This report presents the results of the evaluation. It highlights the need for clarity on what can be achieved by measurement alone - and so what therefore might be needed by way of support for people looking to change health behaviours.