The government is rolling out Jess's Rule posters in all English GP surgeries.
Jess's Rule requires GPs to take a “fresh eyes” approach and think again if, after three appointments, they have been unable to offer a patient a substantiated diagnosis or their symptoms have escalated.
It is named after Jessica Brady, who died of cancer in December 2020. In the five months leading up to her death, Jessica had more than 20 appointments at her GP surgery but was eventually forced to seek private healthcare. She as then diagnosed with stage four adenocarcinoma which was so advanced there was no available treatment, and she died in hospital three weeks later.
The scheme, which was announced in September 2025, follows years of campaigning by Jess's parents.
It is hoped that displaying the posters in consultation rooms will boost patient safety by prompting doctors to revisit patient records.
GP surgeries will also receive a letter from the Health Secretary and the National Medical Director of NHS England, Claire Fuller, reinforcing the importance of this approach.
Health and social care secretary Wes Streeting said: "Every patient deserves to be heard, and every serious illness deserves to be caught early. Jess’s Rule makes that possible - reminding clinicians to take a fresh look when symptoms persist, and empowering patients to speak up about their care.
"This is a fitting tribute to Jessica Brady and the tireless campaigning of her parents. Their determination to turn tragedy into lasting change will help protect patients and save lives for years to come."
Jess’s mum Andrea Brady said: "Jess was eventually diagnosed with stage four cancer after contacting her GP surgery on 20 occasions over a five-month period. Devastatingly, she died just three weeks later. Throughout her illness, Jess showed a quiet determination that her experience should lead to meaningful change, inspiring the launch of Jess’s Rule in September last year. I am so incredibly proud of my caring and courageous daughter.
"The Jessica Brady CEDAR Trust, the charity established in Jess’s name, has been heartened by the response from primary care practitioners adopting ‘The Three Strikes and We Rethink’ approach. Many have committed to developing further training, while others have written to patients to endorse the initiative and show their support. This level of engagement has been profoundly encouraging.
"Jess’s Rule posters have now been distributed to all GP practices in England and are expected to be displayed in consultation rooms. By supporting clinicians to take a fresh-eyes approach when a patient returns for a third time with the same or worsening symptoms, Jess’s Rule aims to ensure serious illnesses, including cancer, are identified and treated earlier – a goal I remain hopeful will be achieved."
