Welcome to Market Movers: Building Brands and Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.   In this episode we welcome Virginia Chachati — UK-registered pharmacist, medical copywriter, and creator of Accessible Health Content. After moving to Germany in 2020, Virginia pivoted from community pharmacy to medical writing and video, working with the NHS, World Health Organization, and YouTube Health. She now teaches healthcare professionals and scientists how to craft credible, easy-to-understand health content that performs across search and social.   Key Talking Points ✅ From Pharmacy to Publishing — How a relocation sparked a career in medical writing & video (and a crash course in SEO)✅ E-E-A-T in Healthcare — Credentials, reviewer bios, review dates/expiry, and expert quotes aren’t optional anymore✅ Niche > Generic — Why ultra-specific topics (e.g., magnesium sulfate paste) beat “me-too” medical explainers✅ Site Architecture that Surfaces in LLMs — Clear headings (H1/H2/H3), bullets, citations, quote boxes, and structured content✅ SME Allocation — Don’t use “one doctor for everything”; assign topic-specialist clinicians for true authority✅ Channel Strategy — LinkedIn & YouTube are underutilized for health; TikTok is great for idea testing but has a short shelf life✅ Audience-Led Content — Use surveys/social listening to collect real questions; write for comprehension, not just compliance✅ AI in Health Content — Safe uses: ideation, gap finding, style training; always human fact-check and update   Quotes from Virginia Chachati 📢 “I hadn’t heard of SEO — then realized that’s how the internet works.”📢 “If your topic’s been answered 100 times, don’t do it again unless you can do it significantly better or with real experts.”📢 “Healthcare content needs review dates, credentials, and verifiable experts — that’s trust.”📢 “LinkedIn and YouTube build enduring visibility; Instagram and TikTok are more pay-to-win and short-lived.”   Actionable Insights for Health Brands   🧠 Lead with Expertise – Put author credentials, reviewer bios, and register links on every page. Create a clinician hub page showing all articles reviewed by each SME.   🧩 Go Narrow, Win Big – Target long-tail, high-intent questions your specialists can truly own. Publish deep, skimmable answers with citations and clear “when to see a doctor” guidance.   🏗️ Structure for Humans & LLMs – Use clean hierarchy (H1/H2/H3), bullets, Q&A sections, call-outs, and reference lists. Add review/expiry dates and update on a defined cadence.   🎥 Prioritize Durable Channels – YouTube: Fewer videos, higher quality. Chaptered, question-dense formats work. – LinkedIn: Consistent posts → outsized qualified leads in B2B health. – TikTok: Use for message testing and reach; keep it simple and conversational.   🗣️ Collect Real Questions – Survey your list and communities; build a backlog of patient-language queries. Quote real questions in your copy to increase relevance and retention.   🤖 Use AI Safely – Ideation, outline, style-tuning: yes. Medical facts, recommendations, and clinical nuance: human-authored and fact-checked only.   About Virginia Chachati Virginia Chachati is a UK-registered pharmacist (GPhC) turned medical writer and video educator. She’s partnered with the NHS (appearing on the high-traffic hay fever page), WHO, and YouTube Health, and helped The London Clinic earn a UX award following a web overhaul. Through her community and courses, Virginia helps healthcare professionals and scientists create clear, compliant, and credible health content — with special focus on first aid and travel health/vaccines. 📬 Connect with Virginia. Virginia Chachati's Website: https://virginiachachati.com/ Virginia Chachati's LinkedIn: https://www.linkedin.com/