00:00:04:11 – 00:00:49:17
Jay Shorr
Welcome to Shorr Solutions: The Podcast. And I’m your host, Jay Shorr, CEO and founder of Shorr Solutions. We are a team of national and award-winning practice management consultants with experience running a multimillion-dollar cosmetic dermatology and plastic surgery practice. We’re here to share strategies and insights that will help you grow your practice efficiently and profitably. In each episode, we’ll explore the steps and actionable insights to guide you through your journey to increase efficiency, boost revenue, and decrease costs. Tune in and discover how to improve your patient experience and take your aesthetic practice to the next level.
00:00:49:19 – 00:01:36:02
Cristian Devoz
Welcome everyone to another episode of Shorr Solutions: The Podcast. My name is Cristian Devoz, and I’ll be your host for this episode. Today we’re going to continue our series of episodes called Inside Shorr Solutions. For this episode, we have Paige Hamilton, our marketing and advertising manager and expert on the team.
This series is dedicated to our clients, former clients, and those considering working with a consultant or who already work with us. We want to give you the opportunity to get to know our team at a deeper level, understand our philosophies, who we are, and why we do what we do.
So with that being said, I want to welcome Paige Hamilton.
00:01:36:04 – 00:01:39:00
Paige Hamilton
Hello everyone. It’s great to be here.
00:01:39:02 – 00:02:06:18
Cristian Devoz
Paige, I’m really excited to have you on this episode because you do so much for our team and for our clients. So to start us off, can you tell our listeners a little bit about your role at Shorr Solutions and what your day to day looks like?
00:02:06:20 – 00:03:22:14
Paige Hamilton
Yeah, absolutely. So I am the marketing and advertising manager here at Shorr Solutions, and my role is very multifaceted. I oversee all of our internal marketing initiatives, including social media, podcast production, newsletters, and branding. I also support our clients on the marketing side, helping them with strategy, messaging, and execution.
Day to day, it really depends. Some days are very creative focused, whether that’s working on branding, graphics, or content. Other days are more analytical, looking at performance, metrics, and what’s working or not working for our clients and for our own brand. And then there’s a lot of collaboration internally, working with our consultants to make sure marketing aligns with the operational and financial strategies we’re recommending.
So no two days are ever the same, which I actually really enjoy.
00:03:22:16 – 00:03:51:06
Cristian Devoz
And that’s something that I think is really important, especially for practice owners to understand, is that marketing can’t live in a silo. It has to be connected to operations, finances, and leadership. From your perspective, why do you think that alignment matters so much?
00:03:51:08 – 00:05:02:11
Paige Hamilton
I think a lot of practices make the mistake of thinking marketing is just promotion or posting on social media, when in reality, marketing touches every part of the business. If your internal systems aren’t strong, if your patient experience isn’t solid, or if your team isn’t aligned, marketing will only amplify those gaps.
Marketing should reflect what’s actually happening inside the practice. If your operations are disorganized or your leadership isn’t clear, marketing can’t fix that. It can bring attention to the practice, but it won’t create sustainability. That’s why we’re so focused on making sure marketing strategies align with the business goals, the patient journey, and the capacity of the team.
When those things are aligned, marketing becomes much more effective, and practices start seeing consistent, long-term growth instead of short-term spikes.
00:05:02:13 – 00:05:32:06
Cristian Devoz
And that perspective doesn’t come from nowhere. You’ve clearly developed a really strong understanding of how marketing works within this industry. Can you walk us through how you got into marketing and how that path eventually led you to Shorr Solutions?
00:05:32:08 – 00:07:02:18
Paige Hamilton
Yeah, absolutely. My path into marketing wasn’t exactly linear. I’ve always been very creative, and I originally started in more of a design and content focused role. Over time, I realized that I was more interested in strategy than just execution. I wanted to understand why things worked, not just how to make them look good.
As I gained more experience, especially within the aesthetic and medical space, I started to see how much impact marketing decisions have on the overall success of a practice. That’s what really pulled me toward this industry. It’s not just about branding or visuals, it’s about trust, education, and patient experience.
When I connected with Shorr Solutions, it felt like a natural fit because marketing here isn’t treated as a standalone service. It’s integrated into the bigger picture of practice management, leadership, and growth. That alignment really resonated with how I view marketing and what I wanted to build my career around.
00:07:02:20 – 00:07:35:04
Cristian Devoz
From your experience working with so many practices, what are some of the most common marketing mistakes you see aesthetic practices make, especially early on?
00:07:35:06 – 00:09:02:18
Paige Hamilton
One of the biggest mistakes I see is practices trying to do too much too quickly without a clear strategy. They’ll jump from platform to platform, trend to trend, or agency to agency, without really understanding what they’re trying to achieve or who they’re trying to reach.
Another big mistake is focusing only on growth and not on retention. Practices spend a lot of money trying to bring new patients in, but they don’t always invest in the patient experience, follow-up, or internal communication that keeps patients coming back.
I also see practices outsourcing marketing without being involved. They assume hiring an agency means they can completely step away, but marketing works best when the practice owner or leadership team stays engaged, provides feedback, and understands what’s being done and why.
And lastly, many practices don’t give marketing enough time. They expect immediate results, and when that doesn’t happen, they pivot too quickly. Sustainable growth takes consistency and patience.
00:09:02:20 – 00:09:32:05
Cristian Devoz
I think that’s such an important point, especially the patience piece. From your perspective, how should practice owners be thinking about expectations when it comes to marketing performance and return on investment?
00:09:32:07 – 00:11:01:22
Paige Hamilton
Marketing isn’t an instant switch you turn on and suddenly everything changes. It’s more of a long term investment that builds momentum over time. Practices need to understand that results compound when strategies are consistent and aligned.
Return on investment doesn’t always show up immediately in revenue. Sometimes it shows up in better brand recognition, stronger patient trust, improved conversion rates, or clearer messaging. Those things eventually translate into growth, but they take time.
I also think it’s important for practice owners to define what success looks like for them. Is it more consults, higher quality leads, better patient retention, or more authority in their market? Once expectations are clear, marketing performance becomes much easier to evaluate.
00:09:02:20 – 00:09:32:05
Cristian Devoz
I think that’s such an important point, especially the patience piece. From your perspective, how should practice owners be thinking about expectations when it comes to marketing performance and return on investment?
00:09:32:07 – 00:11:01:22
Paige Hamilton
Marketing isn’t an instant switch you turn on and suddenly everything changes. It’s more of a long term investment that builds momentum over time. Practices need to understand that results compound when strategies are consistent and aligned.
Return on investment doesn’t always show up immediately in revenue. Sometimes it shows up in better brand recognition, stronger patient trust, improved conversion rates, or clearer messaging. Those things eventually translate into growth, but they take time.
I also think it’s important for practice owners to define what success looks like for them. Is it more consults, higher quality leads, better patient retention, or more authority in their market? Once expectations are clear, marketing performance becomes much easier to evaluate.
00:13:01:10 – 00:13:33:02
Cristian Devoz
And I think that authenticity piece also applies internally. How do you see marketing impacting leadership, team buy-in, and internal culture within a practice?
00:13:33:04 – 00:15:02:18
Paige Hamilton
Marketing sets expectations not just for patients, but for the team as well. When marketing is clear and aligned, it helps the team understand who the practice is, who they’re serving, and what standards they’re expected to uphold.
If marketing promises something that the team isn’t equipped to deliver, it creates frustration internally. But when leadership involves the team in the vision and messaging, marketing can actually strengthen culture. It gives people something to rally behind and take pride in.
I also think when leadership communicates clearly through marketing, it reinforces consistency. The team sees the same message patients see, and that alignment helps everyone stay on the same page.
00:15:02:20 – 00:15:27:06
Cristian Devoz
For practice owners listening who may feel overwhelmed by marketing decisions or unsure where to start, what advice would you give them?
00:15:27:08 – 00:16:52:14
Paige Hamilton
I would say start by getting clear on your goals and your capacity. Not every practice needs to be everywhere at once, and not every strategy is right for every stage of growth.
It’s important to focus on building a strong foundation before chasing trends. That means understanding your patient journey, your internal systems, and your team’s ability to support growth. Marketing should support the business, not strain it.
I would also encourage practice owners to ask questions and stay involved. Even if you outsource marketing, understanding what’s being done and why helps you make better decisions and avoid wasted time and money.
00:16:52:16 – 00:17:21:05
Cristian Devoz
You’ve talked a lot about strategy and alignment, but marketing is also creative. How do you balance creativity with data and strategy in your role?
00:17:21:07 – 00:18:41:18
Paige Hamilton
Creativity and data really have to work together. Creativity is what captures attention and tells the story, but data is what tells you if that story is actually resonating.
I don’t see them as separate. Data helps guide creative decisions, and creativity helps bring strategy to life. When something performs well, it gives you insight into what your audience connects with. When it doesn’t, that information is just as valuable.
The key is being willing to test, evaluate, and adjust without losing sight of the bigger picture. Marketing shouldn’t be driven by ego or assumptions. It should be driven by insight and intention.
00:18:41:20 – 00:19:06:08
Cristian Devoz
As you’ve grown in your role and taken on more responsibility, how has your mindset around leadership and professional growth evolved over time?
00:19:06:10 – 00:20:33:12
Paige Hamilton
I think my mindset has shifted from focusing on just doing the work to thinking more about impact and sustainability. Early on, it’s easy to measure success by output, how much you’re producing or how busy you are. Over time, you start to realize that long-term growth comes from building systems, clarity, and trust.
Leadership, to me, is about being intentional. It’s about making decisions that support not just short-term wins, but the health of the team, the clients, and the business as a whole. I’ve learned that growth isn’t always about doing more, it’s about doing the right things consistently.
00:20:33:14 – 00:20:57:09
Cristian Devoz
With everything you’ve learned and built so far, what do you hope your legacy will be, either within Shorr Solutions or in your career overall?
00:20:57:11 – 00:22:14:18
Paige Hamilton
I hope my legacy is rooted in helping others grow. Whether that’s clients, team members, or people just starting out, I want to be someone who helped create clarity and confidence.
Success, to me, isn’t just about results. It’s about doing work that’s thoughtful, ethical, and aligned. If people feel supported, understood, and better equipped because they worked with me, then I think that’s success.
I also hope to be remembered for being honest and direct, even when conversations were uncomfortable. I think growth requires truth, and I’ve learned that avoiding hard conversations usually creates bigger problems later.
00:22:14:20 – 00:22:49:10
Cristian Devoz
Paige, thank you so much for taking the time to share your story and your perspective today. I know our listeners are going to take a lot of value away from hearing about your approach to marketing, leadership, and growth. It’s been great having you on the show.
00:22:49:12 – 00:23:14:05
Paige Hamilton
Thank you, Cristian. I really appreciate the opportunity to be part of this series and to share my perspective. I hope it helps practices think differently about marketing and how it fits into the bigger picture.
00:23:14:07 – 00:23:57:22
Jay Shorr
If you enjoyed today’s episode, be sure to subscribe to Shorr Solutions: The Podcast so you never miss an insight. New episodes are released every two weeks and are designed to help you grow your practice more efficiently and profitably.
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