Homepages in general do this because we as people put forth the meat of the site on the homepage, sometimes it works for us but often in the SEO world it works against us. Homepages should be optimized for the brand name and keywords related to the company or person, almost like a lighthearted about us page without specifics.
Then you place the meat on the service or product pages, so they have the optimized keywords to signal to crawlers that this page is best suited in case someone searches this keyword.
I'm actually redesigning a site right now because their older site was basically targeting all their keywords on the homepage via product listings and summaries of those products, even though the product category pages had great content that was more indepth and relevant, the homepage is also naturally the highest page rank of the site, so seems to get chosen over lesser ranked pages for keywords they both have.
Take another look at your site and maybe list the primary and secondary keywords you'd want each page to rank for, and make sure those keywords are correlated.
The Plastic Surgeon example for keyword targeting would be:
Homepage - **Surgeon's Name, Company, Florida Based, Plastic Surgery Professionals ( etc ) **
Surgeon Service Page - Miami, FL Plastic Surgeons, breast augmentation, plastic surgery breast augmentations, And other longtail keywords related to this niche.
So when both user's goto the page from serps they stay and convert and when crawlers go through, they find the meat of a search query on the page you want them to find it on.