You know, I have a deep respect for plastic surgeons. They are kind of a special breed – they have meticulous technical skill and they also tend to be highly creative. In addition, They are often dealing with very sensitive issues surrounding body image etc.
If the purpose of their social media activity is to generate more business ( which by the way, I think is fine) then after you get the photo thing nailed, and after you ensure their website/landing page is both highly functional and attractive, since trust is such a huge issue in this area of medicine, perhaps they are the perfect group to experiment with video:day in the life stuff etc. I am not talking about "talking head" videos here – I kind of hate those. But instead, videos that show who these folks are, why they are attracted to plastic surgery, what are there other hobbies, their inspiration, etc. Create some core video content around these topics, then use Instagram to supplement that , and a great landing page, and you may have something super.
it reminds me of something @FarrisTimimi said when I asked him why he will occasionally tweet personal information about himself. I will paraphrase him here ( and Farris please feel free if I am misquoting you!) but he said he wanted to give his patients/followers a fuller picture of who he was as a human – not a bad idea for a transplant cardiologist! (In fact, although I mostly tweet about AI/Social Media type stuff, he is the reason I feel comfortable tweeting occasional photos of my kitten!)