here I can say these things – please read
1- if you are starting your business then you need growth from starting, then adword will help, and 99% company who start promoting adword side by side focus on SEO thing(Content, User Experience, technical thing, backlinks).
2- suppose in IVF category- many great doctors in industry, but this website not coming in the first page – so adword can help .
3- adword shows clearly this is an ad and if you are spending some amount then people research more.
4- In the medical field you can not target very competitive keywords from day one. like i am working with Vivan Hospital – many keywords i am targeting with Adwords – because in maximum Wikipedia showing results.
5- Adword and SEO give you great results.
6- Adword results depends also on landing page quality.