Private draft · July 2026 · nothing published
Following on from our conversation, here is the proposal properly written down: what we are building, the actual draft of your page, and the actual checking we did before writing any of it.
Prepared for Julie Boora by Adam Parker, Muswell Rose. Every word is yours to correct, and nothing goes anywhere without your say-so.
First, a note on tone
We read your post about finding LinkedIn intimidating, and the show off and tell story, so we have tried to write this the way you said you prefer. Nothing here asks you to talk yourself up. It is closer to the opposite. Your professional record already exists in public, and almost none of it is findable by anyone who does not know exactly where to look. This is about fixing that.
Why this matters now
Google, and now ChatGPT, Perplexity and the rest, increasingly decide what to recommend based on whether a real, checkable person stands behind the content. Anonymous health advice is being discounted, and rightly so. A named professional whose credentials can be verified at source, the registration, the regulator, the employer, is what these systems now reward. On women's health and weight management, where the internet is mostly noise and supplement marketing, that gap is enormous.
The project
We call it Expert Voices. Each specialist gets a proper public profile on muswellrose.com: bio, career history, photograph, and links out to their real-world footprint. The profile links back out to the register entry and their employer, so anyone checking the claim, human or machine, finds it holds up.
You can see who is already in it on the Expert Voices directory, though it moves. There are a few more going on shortly, and some have come off, because the relationship turned into us simply working together properly rather than in this arrangement. That is a good outcome rather than a bad one.
Why Muswell Rose sits at the centre of it, and how it works as the connector between the sites, is much easier to show than to write down. I will take you through that when we speak.
One thing worth being clear on early, because people usually assume the opposite. This is mostly not a front-of-site exercise. Your name would not be plastered across the pages. Most of the work is signalling that sits behind the code, in the part search engines and AI assistants read rather than the part a reader looks at. The visible credit is deliberately small and quiet. Again, easier on a call, and I will walk you through exactly what appears where.
It already runs for someone else
Derren Powell, a former Mastercard vice president, reviews the card payments guides on our site MerchantHQ. His setup is exactly what we are proposing for you, and it is worth two minutes of your time to look at, because it is easier to see than to describe.
His profile also carries a plain disclosure that he is independent, is not an employee, and that our editorial team keeps final control of the content. Yours would say the same.
The site
The site is HerVitals. It covers women's health across the life stages, from trying to conceive through pregnancy and postnatal to perimenopause, menopause and beyond: what the conditions actually are, what the evidence supports, and where the guidance draws its lines. It is information only. It has no forms, sells nothing and gives no medical advice.
What it does not have is a registered clinician behind it, and on this subject that is the thing that matters most. We would like that to be you, across the condition, symptom and guide pages, which is nearly all of the site.
I should also be straight about where the site has got to. It has not moved as fast as it should have, for the ordinary reason that I have been stretched across too much else, and because it genuinely needed a clinical voice before it could go much further. That is the honest reason this is in front of you. If this comes off, we can put our foot down on it properly.
Not just a byline
Your profile would not just be a CV. It sets out your specialist subjects, and underneath, in the machine-readable layer, the same thing is written so that when a person or an assistant asks who knows about perimenopause or GLP-1 treatment for women, the trail leads to you.
Below in plain text is what the site covers today. In italics is what we would most likely build out next. We will very probably go further than this and keep adding, and this is exactly where your advice would be worth considerably more than ours.
As I mentioned on the phone, HerVitals is an information and guides site, but we want to grow the traffic and to monetise it in certain ways, and that plan is genuinely not settled yet. Where it makes sense to send people to you, that works perfectly for both of us. What I need is guidance on which of these areas are actually worth the effort, where the real demand sits, and what a woman genuinely needs at each stage. You know all of that far better than I do.
Menopause Perimenopause Perimenopause symptoms The 34 symptoms Supplements in menopause Pregnancy Postnatal Iron and women's nutrition GLP-1 and weight management HRT and menopause treatment Menstrual health Endometriosis and adenomyosis PCOS Fertility and conception Intimate and sexual health Migraine in women Supplements alongside prescribed medicines Finding a clinician
Already written
A working draft, built from the public record. Nothing is invented, and the dotted items are the ones only you can confirm.
Draft profile · yours to correct
Julie Boora is a pharmacist and the co-founder and Superintendent Pharmacist of TribElle, the UK online pharmacy built specifically around women's health. She is registered with the General Pharmaceutical Council, number 2047130, and is the named superintendent pharmacist for Tribelle Ltd on the GPhC register.
She co-founded the company in December 2024 with Sahithi Amaravadi and launched it in April 2025. TribElle holds its own GPhC pharmacy registration and passed its first routine GPhC inspection in September 2025, meeting the standards on all five principles, with no notices or conditions attached to its registration.
Her thirty years in the profession cover both sides of the counter. She held leadership roles at Boots, John Bell & Croyden, Lloyds Pharmacy and Rowlands Pharmacy, where she spent ten years as a pharmacy manager, before moving into digital health.
At HeliosX, the group behind MedExpress and Dermatica, she joined as Pharmacy Manager in 2021 and left as Head of Pharmacy UK in 2025, holding clinical and regulatory responsibility for both pharmacies, building the pharmacy team, designing clinical governance for high volume online dispensing, launching and scaling the group's UK weight loss service, and acquiring an NHS licence.
She holds an MSc in Information Technology and E-Commerce, CIPD leadership training and a counselling qualification.
She speaks and writes on GLP-1 medicines for women, treating weight management as a health intervention rather than a cosmetic one. She is a speaker at The Pharmacy Show 2026.
Due diligence
Verification is the whole point of this project, so before writing a word we ran the same checks a careful patient, journalist or AI assistant would run.
Your GPhC entry checks out at source: registered, current, no fitness to practise information, and naming you as superintendent for Tribelle Ltd. Worth knowing, since it caught us out: searching the register for "Julie Boora" returns nothing at all, because you are listed under Jaspal Kaur Boora. Anyone checking you casually would conclude you were not on the register, which is the single most valuable thing a profile page can fix for you.
The pharmacy checks out too: Tribelle Pharmacy is registered in its own right, with no notices or conditions, and its first GPhC inspection was passed on all five principles. Companies House shows the company incorporated in December 2024 with you and Sahithi as equal founders and controlling shareholders from day one, and nothing filed late. Your Chemist and Druggist interview from June is there. The Nexus Women's Health Collective is a genuine Barclays Eagle Labs programme rather than a badge anyone can buy.
In short, your record holds up under exactly the scrutiny this project depends on, which is why we are asking you and not somebody else.
Needs proper time
This is the one item on the list I would rather give real time to than settle in an email, and it is the thing I keep coming back to.
Your name appears three different ways on the public record. You are Julie Boora everywhere anyone will actually look. The GPhC register lists you as Jaspal Kaur Boora, which is why searching that register for Julie returns nothing at all. Companies House has Julie Jaspal Kaur Boora.
None of that is a problem in itself, and plenty of people are in the same position. The problem is that the connection between the three is currently invisible, so the strongest credential you hold, a current registration with a clean record, cannot be reached from the name every single person searches for.
What we would suggest is that the profile leads with Julie Boora, and then says plainly that you are registered with the GPhC as Jaspal Kaur Boora, number 2047130, with a link straight to the entry, so that anyone following it arrives at the right person instead of concluding you are not registered. Behind that, all three versions get bound to the one registration number, because a number is unambiguous where a name never is.
That is a suggestion and not a decision. It is your legal name and your professional name, and how much of either you want visible is entirely yours to say. There is more than one sensible way to handle it, and I would like us to spend proper time working out the best one rather than me picking. Your title wants the same treatment, incidentally: co-founder on your speaker page, clinical director elsewhere.
The step most people skip
Once your profile is built, the last piece of work is making sure everything else agrees with it, and this is the part that actually does the job. A claim only corroborates if the sources match. Where they disagree, each one quietly undermines the others, and the checking that should confirm you instead returns a muddle.
So once yours is live, we would suggest bringing two things into line with it. Neither is urgent and both are quick.
Get those agreeing and every source points at the same person with the same facts, which is precisely what both a human and a machine are looking for.
One thing worth saying plainly, because it will come up. A good deal of this is technical work that happens out of sight. Google and ChatGPT read the back end of a page as much as the front, so much of what makes a name verifiable is written in a layer no reader ever sees, and that layer has to agree with the visible one exactly. Something can make complete sense on the surface and still be fiddly underneath. It also means we will almost certainly keep finding more of these small alignments as we work through it, which is normal rather than a sign anything is wrong. None of it is work for you. We will tell you what we find, and if any of it changes how you are described, we ask you first.
Separate conversation
Worth flagging separately, and we can pick it up properly another time rather than muddling it in with this. I have not gone hunting for problems on tribelle.co.uk. The reviewer credit came up only because I was verifying you, and where there is one of those there are usually a handful more.
The useful part is that nearly all of this work transfers. The thinking about your name, the registration number, how the sources corroborate each other, how a clinician is presented so that a search engine can actually read it: all of that applies to your own site just as much as to ours. So none of it is effort spent purely on our behalf.
Two practical questions when you get a moment, because the answers change what is and is not possible:
The honest pitch
What the checking really showed is that your own account of yourself is smaller than your record. Thirty years, a regulated pharmacy you built and took through inspection clean, a national weight loss service scaled at HeliosX, an MSc and a counselling qualification, and the pieces sit scattered across five places that never point at each other.
None of that is a marketing problem, and fixing it does not ask you to post anything. It takes one page that gathers the true things in one place, corroborated by the register rather than by us saying so. The links run both ways: your record makes our pages trustworthy, our pages make your record findable. Every claim on either side is simply true and checkable, which is the only reason this works.
The ask
Deliberately little. The draft is already built, so the list itself is short. The name question and the topic list are worth a conversation rather than an email, and everything else is quick.
Everything else, the writing, the pages, the linking, the upkeep, is our work and not yours. On that last point the door stays open permanently: if anything has your name on it anywhere, press quotes, company posts, talks, awards, committee work, memberships, training you have delivered, send it over however minor it seems and let us judge. We would far rather sift through fifty things and use ten than miss the one that matters. No deadline and no homework, whenever it is easy.
In short
Everything above is true today and checkable at source. All that is missing is one page that gathers it, and a named credit on the content you are already qualified to stand behind. If any part of it does not suit you, say so and we change it or drop it.
Adam Parker
Muswell Rose · muswellrose.com
Private draft prepared for Julie Boora, July 2026. Nothing here is published, and you approve every word before anything is.