by My Brand
Published Wed, Feb 22nd 2017, 09:20 | Advertising
Daniel Rubinshtein has the social media presence of a wannabe celebrity, featuring Vines of him slo-mo walking through Manhattan while talking on his phone (hashtagged #dentist and #modeling), a clip from Kanye West’s Yeezy Season 3 show at Madison Square Garden, and a shot of him lounging poolside at swanky tropical resorts. The pomp and swagger are at odds with his avatar: a Snapchat Boo-R code, featuring nothing but a set of pristinely maintained teeth.
Daniel Rubinshtein is a dentist. People don’t usually choose dentists by how glamorous their vacations are, or how good they look in a distressed Yeezy sweatshirt, but Rubinshtein is working to change that.
I discovered Dr. Rubinshtein not because I was looking for someone to examine my molars, but because, while scrolling through Twitter, I was served one of his promoted tweets: “Follow me on Snapchat [finger gun emoji] DRubinshtein [ghost emoji] and I will follow you back. Looking forward to connecting and answering you!” Imagine, a dentist who follows back!
But it’s also a way for Rubinshtein to test out his Seth MacFarlane-like joke set. Some of his jokes might come off as brutish, like one “Netflix and drill” Instagram post that he later edited to the far less pithy (but also more appropriate) “Netflix and dentistry.” “I’m always battling where to draw the line,” he said. “As a healthcare professional, there’s always this line I don’t want to cross over.”
On our phone call, he repeats what seems to be one of his several mantras (maybe you’ve heard it): “knowledge is power.” Rubenshtein says that by having active Snapchat, Twitter, Vine, and Instagram accounts, he hopes to show patients that he’s a real person, not just a doctor. He wants people to know him, not as a dentist but as a human. A human who can also clean your teeth, and make a mean Vine.