From bold ideas to big results — Dr. Dan Pan and Dr. Fiona Shi didn’t just open a practice; they built a movement. As the husband-and-wife team behind Emerald City Orthodontics, they’ve turned challenges into catalysts, proving that with vision, discipline, and a touch of creativity, even the most competitive markets can make room for something extraordinary.
In their recent conversation with Jill Allen on the Hey Docs! Podcast, the duo opened up about what it really takes to go from concept to thriving clinic — no sugarcoating, just straight talk on strategy, grit, and growth.
Dan and Fiona’s story started in residency, where a shared passion for orthodontics (and a spark of something more) set the stage for their future partnership. Originally from Taiwan and China, they combined their backgrounds in both dentistry and entrepreneurship to build a practice that reflects their values — modern, intentional, and patient-focused.
When they decided to launch Emerald City Orthodontics, they didn’t ease into it — they jumped in with both feet. Leaving behind their associate roles, they treated their startup as a full-time commitment, embracing the uncertainty and betting on themselves.
Starting a business in a new city with no built-in network is no small feat. But instead of seeing that as a setback, Dan and Fiona saw it as an opportunity — a blank canvas to create something uniquely theirs.
They took an unconventional approach: they started building buzz before they even opened their doors. By developing their own website and social media presence early, they began generating patient interest months in advance — enough to create a waitlist before day one.
That kind of foresight is what set the tone for their practice: smart, strategic, and relentlessly proactive.
Before hanging their shingle, both doctors spent years absorbing lessons from every angle — academia, technology, and different practice models. They credit that time as essential to understanding what systems, tools, and philosophies would shape their ideal practice.
Their takeaway? The more perspectives you experience before you open, the clearer your own vision becomes.
When it came to hiring, Dan and Fiona broke another industry norm — they intentionally recruited team members with no orthodontic experience.
Why? Because they wanted to shape their team from the ground up, training them in the Emerald City way. No bad habits, no baggage — just curiosity, adaptability, and alignment with their culture.
As Dr. Shi shared, “We can teach skills, but we can’t teach attitude.” And that mindset has helped them build a team that’s as passionate and innovative as they are.
Long before “digital-first” became a buzzword, Dan and Fiona were living it. From day one, they invested in a fully digital workflow — a bold move that streamlined their systems, elevated the patient experience, and positioned them for growth.
Was it expensive up front? Sure. But as they’ve proven, when your tech aligns with your brand and your goals, the ROI is more than worth it.
Their advice for aspiring orthodontic entrepreneurs is refreshingly grounded:
Use what’s available. We live in a golden age of tools and resources — leverage them.
Learn broadly before you specialize. Exposure creates clarity.
Stay adaptable. The moment you stop learning, you stop growing.
Because at the end of the day, building a practice isn’t just about aligning teeth — it’s about aligning your purpose, your team, and your systems.
Dr. Dan Pan and Dr. Fiona Shi are proof that success isn’t reserved for those with deep pockets or big city connections — it’s built by those willing to do the work, think differently, and commit fully.
Their story is more than an entrepreneurial win — it’s a masterclass in mindset, innovation, and partnership.