With individual behaviour and lifestyle determining 30-50% of people’s health, research and supportive technology for affecting behaviour alteration remain urgently needed. Most existing persuasive systems are designed to persuade a user to change a finite set of behaviours to achieve a specific goal. However, if the user’s situation or goal changes, such systems cannot adapt to the changes. A much more robust type of persuasive systems is needed today to enable adequate health navigation and to empower people to face and change their own realities in terms of a large variety of health behaviours and lifestyles. In this paper, we provide a perspective on the impressive body of work contributed over the past 15 years, to better look into the future of persuasive health and to the opportunities a broader theoretical framework and practical methodologies may bring about. We present a taxonomy that attempts to explain the contributions in this field including health behaviour theory, cybernetic action behaviour models, social cognitive theory, and control theory. We identify potentially promising approaches to advance persuasive health’s efficacy in empowering individuals to improve their own health outcomes.