According to Cancer Research UK, more than 385,000 new cases of cancer are diagnosed every year in the UK, with approximately 186,000 of those cases affecting women. Jess Brady was one of these women.
In 2020, at just 27 years old, Jess began experiencing a range of troubling symptoms including excessive sweating, abdominal pain, unexplained weight loss, persistent coughing, and vomiting. Concerned about her health, she contacted her GP more than 20 times, seeking answers and support. However, despite her repeated visits and the severity of her symptoms, she was constantly advised, by six different doctors, that her illness was most likely ‘Long Covid’ or, more dismissively, that it was psychological because she was considered ‘too young for cancer.’
How Jess’s rule changed GP Practice
Introduced in September 2025, Jess’s Rule mandates that GPs follow a “Reflect, Review, Rethink” approach when a patient presents the same issue three times. This requires health professionals regroup and consider whether further action—such as face-to-face consultations, tests, or specialist referrals—is necessary to prevent misdiagnosis or delays in diagnosing potentially life-threatening illnesses. Previously, the NHS referral process relied heavily on GP discretion and NICE guidelines (NG12), with no mandatory escalation for repeated visits. Symptoms were assessed case-by-case, and while urgent cancer referrals aimed for a two-week specialist visit, delays could occur if red flags were missed, especially in younger patients. Alarmingly, 2 in 5 cancer patients face misdiagnosis, and 45.5% are diagnosed at stage 3 or 4—often too late for effective treatment.
Jess’s Rule addresses these gaps, ensuring persistent symptoms trigger thorough investigation. Whilst it’s impossible to say for certain whether Jess’s cancer would have been curable if it had been detected when she first contacted her GP. Earlier diagnosis would have undoubtedly given her more options that may have changed the outcome of her treatment
If you feel that you may have experienced a delay or wrongful diagnosis, you can contact Essex Personal Injury Lawyers, the dedicated personal injury and clinical negligence team at Essex Injury Lawyers on 01702 443 472
