Any health information can be life changing

How has your background shaped your work?

I’ve been a registered pharmacist for ten years. The conversations you have over the pharmacy counter are such an education in how to communicate effectively about health issues, and why it’s so important.

My clinical background has made me really uncompromising about evidence. I specialise in video format – but within that, I’m very focused on upholding evidence-based standards for health information and accessibility.

Some people underestimate how much time goes into a very good piece of health information that can be referenced by other people with confidence. It’s frustrating and unfortunately, without the budget, the content is not going to give them the return on investment they’re looking for.

Why did you make the switch to health communicator?

After qualifying, I spent seven years working as a pharmacist in London. Then in 2020 we moved to Germany for my husband’s work and I had to figure out how to work from home. So I got online.

I started writing web pages for an online doctor and had a couple of jobs working for medcomms agencies. At the same time, I built my Medical Writers For Beginners and Beyond LinkedIn group and gradually realised I really like video.

Initially, medical writing was a massive learning curve. As a pharmacist, my ‘communication’ consisted of answering patient questions or sending an email to a doctor. It’s different with publishing. There are so many little things you need to consider before you can publish, from inclusivity in language to formatting, evidence base and getting feedback.

By 2023 I’d met the NHS YouTube team and got stuck into the health content scene. That same year I joined PIF as PIF TICK Engagement Specialist and PIF TICK assessor and it became clear that this was where I wanted to be.

Today, I support the NHS, charities and brands by developing evidence-based content. I assess quality too, as evidence checker for the NHS.uk health information pages and PIF TICK assessor. I also help clinicians learn how to communicate health topics by video.

What is the most important principle for you when developing health content?

Simplicity. In a pharmacy, people often have questions that aren’t covered in the product information leaflet, so that was good experience. In video you have even more flexibility. For example, in a pharmacy, I couldn’t just crack open a bottle of calamine lotion every time someone wants to know how to put it on. But I can show it in a video. Then I can share that same video hundreds, if not thousands, of times.

What trends are you seeing in health communication?

I’m noticing more healthcare professionals getting interested in producing health information. Often, it’s about filling the gap between appointments with relatable lifestyle and medical information – answering real questions from real people – and ultimately integrating that health information into care pathways.

This helps the healthcare professional feel confident that the patient is well informed to make decisions about their care. And if the patient feels more confident, they’re more likely to turn up to their appointment and get the treatment that they need. This means a better overall care journey.

What are the biggest misconceptions you see in your work?

That misinformation is only an online phenomenon. Encouraging people to engage with accurate information is really complex. Every patient will have their own health beliefs. These might stem from religious or personal values but often the strongest influence comes from the people around you. So, do you listen to your healthcare professional, or do you listen to your best friend, your mum, or your favourite YouTube influencer?

Biases play into this too, as people tend to look for information that supports their beliefs. If people are overwhelmed with conflicting views the default response might be stay in the ‘safe zone’ where they’re comfortable. They’ll say ‘I don’t feel that unwell, so I think I’ll just keep things as they are.’

What’s on the horizon for you?

When it comes to healthcare, any kind of information that you give can be life changing in the real sense. Not like those headlines that say ‘This could change your life!’, but literally changing people’s lives. So this is definitely where I’m staying.

But over time I’ve realised that enabling other people is my big thing. I create lots of content myself, but I really love helping others develop their own content – through my online community, e-learning, workshops, webinars and one-to-one coaching. I like learning things and meeting people and helping people build skills. I get to do all that and it’s a privilege.

Three tips from Virginia:

  1. Dive into the free resources out there including PIF’s how-to guides and posters, the NHS style guide and the WCAG accessibility guidelines.
  2. Talk to people across your field to share learning through communities like the Health Communicators Lounge and my own Medical Writers For Beginners and Beyond LinkedIn group.
  3. Practise! Especially with video, don’t wait till you’re ready to do something perfectly. Just have a go and learn as you go.
Virginia Chachati, Write Clinic CEO, Pharmacist Virginia
926 640 Articulate Health
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