Patients with a potentially deadly illness will be diagnosed sooner through a new life-saving patient safety initiative called Jess’ Rule that is being rolled out across the NHS in England today.
Jess’s Rule is named in memory of Jessica Brady, who died of cancer in December 2020 at the age of 27, and will help avoid tragic, preventable deaths as GPs are supported to catch potentially deadly illnesses sooner.
In the five months leading up to her death, Jessica had more than twenty appointments with her GP practice but eventually had to seek private healthcare. She was later diagnosed with stage 4 adenocarcinoma. With such an advanced disease there was no available treatment. She was admitted into hospital where she died three weeks later.
The new initiative will ask GPs to think again if, after three appointments, they have been unable to offer a substantiated diagnosis, or the patient’s symptoms have escalated.
While many GP practices already use similar approaches in complex cases, Jess’s Rule will make this standard practice across the country, aiming to reduce health inequalities and ensuring everyone – no matter their age or background – receives the same high standard of care.
Designed in collaboration with the Chair of Royal College of General Practitioners (RCGP) and NHS England, Jess’s Rule will help to catch serious conditions earlier and support GPs with guidelines that bolster their clinical judgment, while encouraging them to reflect, review and rethink if they are uncertain about a patients’ condition.
Jess’s Rule could support GPs to ensure continuity of care for patients with persistent health concerns. This could involve arranging face-to-face consultations if previous appointments were remote, conducting thorough physical examinations, or ordering additional diagnostic tests.
It also encourages GPs to review patient records comprehensively, seek second opinions from colleagues, and consider specialist referrals when appropriate.
Source: Department of Health and Social Care, 23 September 2025
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