A major new patient safety initiative, named in memory of a woman who died from cancer after multiple missed opportunities for diagnosis, is being introduced to every GP practice in England this week.
What is Jess's Rule?
The guidance, known as 'Jess's Rule', is named after Jessica Brady. Her mother, Andrea Brady, campaigned tirelessly for the change following her daughter's tragic death. The core principle urges family doctors to actively reconsider a patient's diagnosis under specific circumstances.
The rule comes into effect if a patient attends three appointments for the same unresolved symptoms, or if their condition noticeably deteriorates. Its primary aim is to prevent avoidable deaths by facilitating the earlier identification of serious conditions like cancer, which can sometimes be overlooked during initial consultations.
How Will the New Guidance Work?
Under the formalised protocol, GPs are encouraged to take definitive action when the trigger points are met. This action includes seeking a second opinion from a colleague, conducting a thorough physical examination, or ordering additional diagnostic tests.
The initiative has received full backing from the Department of Health and Social Care and NHS England. To ensure the message is front and centre in every surgery, promotional posters explaining 'Jess's Rule' have been distributed to all 6,170 GP practices across the country.
A Legacy for Patient Safety
The rollout, which began on Saturday 17 January 2026, represents a significant shift in procedural culture within primary care. It institutionalises a 'safety-net' approach for patients whose symptoms do not resolve with initial treatment or assessment.
The driving force behind the rule is a simple yet powerful belief: that every patient deserves to be heard and investigated thoroughly. By embedding this named rule into daily practice, the NHS hopes to create a lasting legacy for Jessica Brady that will enhance vigilance and save lives for years to come.
