Woman, 27, Died After Being Told She Was ‘Too Young’ for Cancer. Here’s How Her ‘Unnecessary’ Death Will Impact Future Patients

A new rule has been introduced for doctors in the U.K. following the tragic death of a 27-year-old woman who passed away from stage 4 cancer despite making more than 20 appointments with her doctor.

On Tuesday, Sept. 23, the National Health Service (NHS) in England rolled out a new patient safety initiative called Jess’ Rule, named in memory of Jessica Brady, who died in December 2020, according to a Department of Health and Social Care and NHS England press release on the U.K. government’s website.

Under the rule, doctors across England must adopt a “three strikes and rethink” approach. After a patient makes three appointments without receiving a clear diagnosis, physicians are required to reassess and take further action to prevent preventable deaths like Brady’s.

Brady’s symptoms were initially attributed to long COVID, and doctors reportedly told her she was “too young for cancer,” according to the BBC. She had begun feeling unwell the summer before her death.

Her mother, Andrea, told BBC Radio 4’s Today program that her daughter had been healthy when the COVID-19 pandemic struck but developed increasingly debilitating symptoms over time. “She had unintentionally lost quite a lot of weight, had night sweats, chronic fatigue, a persistent cough and very enlarged lymph nodes,” Andrea said. “But because of her age, it was assumed there wasn’t anything wrong.”

Despite contacting six different doctors at her surgery and having three face-to-face consultations with her family doctor, Brady was not referred to a specialist. The family eventually booked a private appointment, but by the time she received a diagnosis, it was too late.

The U.K. government press release noted that in the five months before her death, Jessica had more than twenty GP appointments before seeking private healthcare. She was later diagnosed with stage 4 adenocarcinoma, and no treatment was available. She was admitted to hospital and died three weeks later.

Brady’s story is sadly not unique. Cases like those of Kanisha Collins and Jenna Patel highlight how younger patients can be misdiagnosed or overlooked.

According to the Cleveland Clinic, adenocarcinoma is a cancer that begins in glandular tissue and can affect organs such as the lungs, stomach, pancreas, and colon. Treatment options include surgery, chemotherapy, or radiation therapy, with survival rates depending on the type, stage, and location of the cancer.

The initiative instructs GPs to reconsider cases where, after three appointments, no clear diagnosis has been made or the patient’s symptoms have worsened. While many practices already follow similar procedures in complex cases, Jess’s Rule standardizes the approach across the country, aiming to reduce health inequalities and ensure all patients receive high-quality care regardless of age or background.

Andrea Brady praised the initiative, reflecting on her daughter’s courage during her brief final weeks. “Jess lived for just three short weeks following her terminal cancer diagnosis. Despite her shock and devastation, she showed unfailing courage, positivity, dignity, and love,” she said. “It has only been made possible because of the people who have listened — politicians, medics, and the nearly half a million who supported the campaign.”

U.K. Health and Social Care Secretary Wes Streeting described Brady’s death as “a preventable and unnecessary tragedy.” He emphasized that Jess’ Rule will ensure patients receive thorough, compassionate care while supporting GPs in identifying potentially deadly illnesses earlier.

Research highlighted by the release shows that younger patients and those from ethnic minority backgrounds often face delays in diagnosis because their symptoms may not align with typical presentations. Analysis of NHS cancer data also revealed that half of 16- to 24-year-olds required three or more healthcare interactions before receiving a cancer diagnosis, compared with one in five across the wider population, citing the Nuffield Trust and the Health Foundation.

NHS England did not immediately respond to requests for further comment.