By Maxwell Rotbart
Dr. Milad Shadrooh, a.k.a. “The Singing Dentist,” is a YouTube superstar.
Having tallied more than 14 million cumulative views and nearly 140,000 subscribers, Dr. Shadrooh is a global oral health phenomenon, and his UK practice has filled in solidly like gold in a cavity.
As a vocalist, Dr. Shadrooh is no threat to Josh Groban, Bruno Mars, or Andrea Bocelli. But he is an excellent example of how dentists and dental practices can use unorthodox marketing to expand and broaden their patient population.
In Dr. Shadrooh’s case, he’s found a way to attract younger adults and teens who are among the hardest audiences for dentists to reach.
Dr. Shadrooh has a talent for parodying popular songs and repurposing them as dental odes. Thus, Ariana Grande’s “Thank You, Next” becomes “Thank You, Nurse.” Justin Bieber’s “Despacito” is reincarnated as “Take a Seat-O.”
In front of the camera, Dr. Shadrooh is a ham.
Raising and lowering his eyebrows to the beat of the music, and singing in a pitchy, falsetto voice, he croons pro-oral health messages, and his most viral videos draw hundreds of thousands, even millions of viewers.
Save Your Tooth, sung to the tune of Ed Sheeran’s “Shape of You,” has 3.1 million views:
And then, there’s “Gappy” to the tune of Pharrell Williams’s “Happy,” with 742,000 views:
Dr. Shadrooh, a 2004 graduate of The London School of Medicine and Dentistry, has been written up in The Sun and Al-Arabiya, and appeared on Good Morning Britain (at least twice - once as a singer and once as a dental expert) and the Go For It! game show, where he successfully identifies seven celebrity smiles, but falls one smile short of earning £1,000.
As Dr. Shadrooh told The Sun in April 2018, his parody talents have led to him being “oversubscribed” and “getting messages from people all over the world wanting to come to my clinic.” “But,” he quickly adds, “I never intended for this to be a marketing exercise, it was purely to raise awareness and get people talking about their teeth! And to bring some fun into it!”
Dr. Shadrooh’s practice, Chequers Dental Surgery - which he owns - is located 90 minutes west of London, in the town of Basingstoke, population 114,000. On the practice’s website, he lists his interests as facial aesthetics, clear and fixed braces, sleep dentistry, and – not surprisingly – music production and DJing.
Author: Contributing writer Maxwell Rotbart specializes in covering business, education, and history-related topics. He is the author of The State of Israel: Prime Ministers, available from Amazon.com.
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