Welcome to the Q&A Forum

Hey Mark, I think using the Service one probably is the most accurate. I'd add in an image (maybe a picture of the physician or their office or maybe even a logo) because if Google ever starts using that (like with rel author) that could be a good enhancement to your result. The serviceAudience and produces properties would add some more depth to the snippet's information. You may also want to take a look at this discussion on Stack Overflow about using Good Relations markup for a service. It is a different approach and gets slightly different information out there. http://stackoverflow.com/questions/19121886/schema-org-businessfunction-goodrelations I hope that helps. I'd be curious what markup you end up with and how it affects things for your client's sites. Thanks, Matthew