You want to have a variety of different types of shots that work well, and with Facebook we need to make sure we are changing those out frequently or else people scroll right past the ads.

Some specific poses to use:

• Doctor — alone
• Doctor — with patients (preferably treating in addition to posing/speaking)
• Doctor and staff
• The office space — definitely inside but outside is also desired
• Any other photos you have of the doctor, staff, patients, office, or otherwise.

Believe it or not, pictures of team outings like lunch and even pictures of you and your family will perform really well. A lot of this is about getting potential clients to know, like, and trust you–the person/doctor, so informal photos will help with that.

And when it comes to taking photos, a smartphone works perfectly (you do not need a professional camera or photographer for this). Just make sure the person takes several steps back so it’s not too close, and holds the camera horizontally. And just take it at normal standing height so it looks just like it would if the viewer were standing there.