Building ‘digital real estate’ increases your value, diversifies experience
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Personal branding and building ‘digital real estate’ offers the ability to showcase your expertise, diversify your experience and increase your value, according to speakers at the Ending Physician Burnout Global Summit.
“Social media and the online digital space are a solution for burnt out health care professionals in things like personal branding,” Dana Corriel, MD, board certified internist, said. “Personal branding can, when done correctly, increase your worth offline when you build up content that showcases that you're an expert in something – you can come to the negotiating table and know that you're worth more.”
It is important to remember that while social media plays a key role in building a promotional platform, it is only one small part of the bigger picture. Corriel added that owning ‘digital real estate,’ a place where your thoughts and expertise reside, is just as important because social media platforms can easily disappear and, along with it, all the content you have created and curated for your specific audience.
While personal branding through social media and other online sites gives you the platform to showcase what you already know, it also offers a unique opportunity for continued learning and diversified career experience. Austin Chiang, MD, MPH, chief medical social media officer at Jefferson Health and founder of the Association for Healthcare Social Media, said that his journey exploring the nuances of each social platform has led to work with professional societies, published research and educating others on how to use social media to its fullest capacity. Chiang noted his growing online community has also fueled his advocacy desires.
“I'm highlighting lessons within areas whether it's social justice issues, micro aggressions or the clinical aspects of our specialty that don't get much attention while humanizing what we do and making it known to patients that we are just like them,” Chiang said. “Part of what has driven me through this journey is trying to bring medicine to the 21st century because social media use is only growing among everyone outside of medicine and I can see how we all can relate to the fact that there's a lot of messaging out there impacting public health. All of this together has made my experience as a physician much more fulfilling and diversified.”
For both Chiang and Corriel, social media, marketing their voices and promoting evidence-based medicine creatively opened the door for new and lucrative career ventures they may have never discovered.
“Everybody has value,” Corriel concluded. “It's about connecting with that value you bring to the table and the value that makes you happy, find that sweet spot and let it blossom online using the tools of today.”
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Chang A, et al. Essentials of social media use and personal branding for health professionals. Presented at: Ending Physician Burnout Global Summit; August 24-26 (virtual meeting).
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