Jess’ Rule: Three strikes and we rethink

Patients with a potentially deadly illness will be diagnosed sooner thanks to a new life-saving patient safety initiative called Jess’s Rule.

Patients with a potentially deadly illness will be diagnosed sooner through a new life-saving patient safety initiative called Jess’s Rule that is being rolled out across the NHS in England from 23 September 2025.

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 5 months leading up to her death, Jessica had more than 20 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 3 weeks later.

The new initiative will ask GPs to think again if, after 3 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.