There are numerous cases of people staying alive on stubbornness and will alone, and “deciding” to die when the time comes. There is of course a limit to how long you can force yourself to stay alive when your body is about to give out, but a person who is still fighting can live well beyond what you’d expect if they keep up the motivation.
“Keep on fighting” is encouragement to try to keep the person in question focused and active in their will to survive, because the body will deteriorate quite quickly the moment they mentally “give up” and stop trying to fight their injuries.
Staying alive when gravely injured or incredibly sick seems to have a major component of will to it. People seem to be able to survive more than you think they should by force of will. The above statement you are asking about is encouragement for them to keep fighting and trying to stay alive. If they stop implementing a will to stay alive they will succumb to their illness or injury.
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