According to the UK Government’s official website, a new national patient-safety measure—Jess’s Rule—is being rolled out across the NHS in England from 23 September 2025 to help GPs identify potentially life-threatening conditions earlier, particularly in younger patients.
Named in memory of Jessica Brady, who died of cancer at 27 after repeated primary-care consultations did not lead to a diagnosis, the initiative sets a clear trigger for action: after three GP appointments without a substantiated diagnosis—or if symptoms escalate—clinicians should “rethink,” review the case, and consider alternative pathways (such as urgent tests, specialist referral, or safety-netting with defined timelines). While many practices already employ similar escalation steps in complex cases, Jess’s Rule makes this a standard approach nationally, with the aim of reducing avoidable harm and narrowing inequalities so that every patient—regardless of age or background—receives a consistent level of vigilance.
The policy was developed in collaboration with NHS England and the Royal College of General Practitioners (RCGP). It is intended to support clinical judgment rather than replace it, by providing structured prompts to reflect, review, and, where appropriate, expedite investigations when diagnoses remain uncertain after multiple contacts.
Jessica’s experience is central to the reform. In the five months before her death in December 2020, she had more than 20 appointments with her GP practice before seeking private care, when she was finally diagnosed with stage IV adenocarcinoma. With disease already advanced, treatment options were no longer available; she was admitted to hospital and died three weeks later. Jess’s Rule is designed to prevent similar missed opportunities by formalizing an earlier “stop-and-think” moment in primary care.
Andrea Brady, Jessica’s mother, said:
“Jess lived for just 3 short weeks following her terminal cancer diagnosis. Despite her shock and devastation, she showed unfailing courage, positivity, dignity and love. Jess was determined that people should understand how desperately she had tried to advocate for herself and seek a resolution for her declining health.
In the bleak weeks following the loss of Jess, I realised it was my duty to continue what she had started. It has taken nearly 5 years to bring about Jess’s Rule. I would like to dedicate this initiative to all the young people who have been diagnosed too late.
It has only been made possible because of the people who have listened – politicians, medics and the nearly half a million who supported the campaign.”
Officials say the nationwide adoption of Jess’s Rule will save lives by prompting earlier recognition of red flags, faster escalation when initial working diagnoses don’t fit, and more consistent safety-netting for patients whose symptoms persist or worsen.
Written by Aren Karapetyan, MD