Jess's Rule - life-saving patient safety initiative

Advice and Information - 25 June 2026

Patients with a potentially deadly illness will be diagnosed sooner thanks to this new life-saving patient safety initiative that was rolled out nationwide on 23rd September 2025 to prevent avoidable deaths. GPs across England to take ‘3 strikes and rethink approach’ after 3 appointments.

Jess’s Rule is an NHS initiative inspired by the story of Jessica Brady, who tragically died from undiagnosed cancer at age 27 after multiple GP consultations. The rule encourages GP teams to “Reflect, Review and Rethink” when a patient presents three times with the same or worsening symptoms. By promoting careful listening, reassessment of diagnoses, collaboration among clinicians, and timely referrals for further investigation, Jess’s Rule aims to improve patient safety, support earlier diagnosis of serious conditions such as cancer and sepsis, and help prevent missed opportunities for life-saving treatment.

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What patients should do

If you have ongoing symptoms that are not improving, it is important to keep seeking help and to go back to your GP if you are still worried. You know your body best, and your concerns should always be taken seriously.

You can also access support through:

  • NHS 111 (online or by phone)
  • Your local GP practice
  • Community pharmacies for advice on minor conditions

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