Private draft · July 2026 · nothing published
Rather than send an introduction and ask for a call, we did the work first. This is the actual proposal, 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. Content in each field is reviewed by a named specialist, and each specialist gets a proper public profile on muswellrose.com: bio, career history, photograph, and links out to their real-world footprint. The reviewer's name and credentials appear on the guides they have reviewed, linking to that profile, which 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.
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 reviews independently, 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.
Here is the honest part. Every article on that site currently carries a line saying it has had editorial review against published guidance, and explicitly that this is not a clinical review. We put that line there deliberately, because it was true and we were not willing to imply otherwise.
What every page says today
"Editorial review against published guidance; not a clinical review."
It is the single biggest weakness on the site, and there is only one way to fix it, which is to have a registered clinician actually review the content. That seat has been sitting empty waiting for the right person.
You would be the person that line changes for. Your name would sit on the condition, symptom and guide pages, which is nearly all of the site. The product roundups stay editorial and carry no clinical credit.
Not just a byline
Your profile would not just be a CV. It sets out your specialist subjects, and each one links through to the pages you review, so you are visibly the named expert on those exact topics rather than a name at the foot of a page. Underneath, the same thing is written in the machine-readable layer, so when a person or an assistant asks who knows about perimenopause or GLP-1 treatment for women, the trail leads to you.
Drawn from your own work, and entirely yours to cut or add to. The ones in plain text are pages that exist today. The italics are what we would build next: some already planned, some suggested here because they sit squarely in your field and the site has nothing on them. Tell us which are worth doing and which are not, and add anything we have not thought of.
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.
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.
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.
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 commercial side
Today the offer is the profile and the review credit, plus this: readers who have gone past the point where information is enough and need actual treatment get pointed to TribElle. HerVitals has no forms and captures nothing, so these are readers, not leads, and we would rather be plain about that than dress it up.
What we are building next is the prescription side of the site: GLP-1 and weight management properly covered, and a route for a reader to find and reach a registered clinician. That is the part with real commercial value, it is squarely your specialism, and as it comes online it goes to you. If it turns into something bigger than a referral, then of course we have a proper conversation about how that works.
On independence, the line is simple and runs both ways. You review the clinical content, the conditions and the evidence and the treatments, and never a product recommendation. We take nothing from anything you or TribElle sell. Where your name appears on the treatment side it is as one of our vetted clinicians, and we publish what vetting means rather than just asserting it: registration checked at source on the GPhC register, no fitness to practise findings, the practice registered in its own right, and its inspection outcome. If your GPhC obligations make any part of this a problem, say so and we will drop that part.
The ask
Deliberately little. The draft is already built, so this is ten minutes, not a project.
Everything else, the writing, the pages, the linking, the upkeep, is our work and not yours. On that last point, the door stays open: if anything has your name on it anywhere, 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.