From “MD” to “MKT”: digital marketing as a kick-start for career change
“Sports medical doctor with nutrition specialization”. That’s how I present myself professionally. Since 18 years old, when I got into med school, the impression is that my name has an extension. “Joan.med”. I love what I do, but sometimes it’s more of the same. Maybe that’s why I have more than one specialty. And they are the reason I’m connected to the digital world today.

The quantity of misinformation about sports medicine and nutrition is wide. It’s so easy to find millions of opinions (so called “broscience”) but very hard to find a cool evidence-based post, in a way most people can understand, not only the professionals. Specially written in Portuguese (I’m from Brazil).

So, in 2013, the blog Nutroesporte was born to translate scientific information to the general public. My husband (an IT deserter) helped and made all the domain, hosting, server stuff while I was responsible for content. I was improving the blog (many “for Dummies” books were read) and, with my many limitations, I did quite well. Nutroesporte had 72 visitors in 2013 and they were more than 10 thousand in 2016.

Still, in my pisces parallel universe, where I thought I should be a reference at that time, people got in and got out the blog, they didn’t stick to it despite the amazing content. I tried another channels, I tried another template, but I kept hitting a wall. What was I doing wrong?
['Joan Amato']
['Career Change', 'Women In Tech', 'Digital Marketing', 'Content Creation', 'Technology']