Breast Cancer Awareness Month: the importance of early diagnosis and how Jess’s Rule aims to improve patient safety

Posted2nd October 2025

October marks Breast Cancer Awareness Month, a global campaign to raise awareness, encourage self-checking, and support those affected by breast cancer.

Our medical negligence solicitors are sadly all too aware of the consequences of delayed or misdiagnosis of breast cancer and have helped many families to claim compensation as a result.

In this blog, we look at the latest breast cancer statistics, highlight why early detection is so important, and explain what the NHS is doing to improve patient safety.

Latest breast cancer statistics

Cancer Research UK reports that around 55,500 women and 400 men are diagnosed with breast cancer each year, making it the most common cancer in the UK.

Breast cancer accounts for 15% of all new cancer cases and almost a third of new cases in women.
Cases of breast cancer in women have risen by over 24% in the last 25 years, while rates in men have remained stable.
Survival has improved significantly; more than three in four women live for 10 years or more after diagnosis.
Early detection remains key to improving survival rates.

Why is early detection of breast cancer so important?

Catching breast cancer early can be lifesaving. In England, the five-year survival rate is over 95% when diagnosed at stage one, but this drops to around 25% at stage four.

Yet not everyone attends screening or checks regularly. In 2023/24:

Only 70% of those invited for screening took it up
Around 1 in 8 breast cancer cases were still diagnosed late

Regular self-checks and screenings are key to changing this. Breast Cancer Now recommends the TLC (Touch, Look, Check) approach as a simple reminder to be breast aware.

Prevention also has a role. Data gathered by Breast Cancer UK suggests that at least 30% of breast cancer cases could be prevented through lifestyle changes. You can read more about steps to reduce your risk of breast cancer here.

Signs and symptoms of breast cancer

According to Breast Cancer Now, breast cancer symptoms to be aware of include:

Lumps
Changes in skin or breast shape
Nipple changes or discharge
Persistent pain.

The full list of symptoms is available here.

Delays in diagnosing breast cancer

Awareness is only part of the picture. Concerns about breast cancer, or any other cancer, must be listened to and investigated properly. Delays in referral and diagnosis can reduce treatment options and make the journey much harder for patients and families.

Jess’s Rule

In September 2025, the NHS introduced Jess’s Rule, a safeguard for patients who return with or complain of the same or escalating symptoms.

Jess’s Rule enforces a three-strike rule for GPs, whereby if a patient comes to them three times with the same or escalating symptoms, they must take action. The actions GPs should take are:

Reflect: what did the patient say? Could you have missed something? Check the notes. If the appointment/s were remote, conduct a physical examination to ensure you have covered all bases.
Review: get a second opinion for an existing diagnosis, or, if there is no clear diagnosis, review red flags.
Rethink: consider referring the patient for further tests or to a specialist

About Jessica Brady

Jess’s Rule is named after Jessica Brady, who passed away from stage 4 cancer at just 27 years old. In 2020, Jess started to feel unwell after previously being fit and well. She unintentionally lost weight, had a persistent cough, and experienced night sweats. Jess contacted her GP more than 20 times and saw six different doctors, but was never referred.

Jess was told she was ‘too young’ for cancer, but sadly, she was diagnosed with stage 4 cancer after a private consultation. By then, it was too late for treatment, and she tragically died just three weeks later, aged 27 years old.

Jess’s Rule aims to avoid late or missed diagnosis of all serious conditions, but it is particularly significant for time-critical diagnoses, such as cancer.

Why age should not be a barrier to diagnosis

Serious illnesses are sometimes overlooked because patients are thought to be ‘too young’ for cancer, as in Jess’ case. But younger people can and do develop cancer, and dismissing their concerns risks dangerous delays.

In breast cancer specifically, around 5,000 women under the age of 45 are diagnosed in the UK each year. Age alone should never prevent symptoms from being taken seriously. Jess’s Rule is designed to ensure persistent concerns are properly reviewed and escalated.