Seems like a bit too either-or.
An effective pattern in physical services (such as private healthcare) is to implement an SEO strategy with the expectation results could take around 6 months to realise. In the meantime, PPC campaigns can be used to bridge the gap between then and now.
Of course budget constraints must permit but generally if there is a budget for consistent advertising campaigns over 6 months, there should be room for both a PPC plan that tunes downwards as results from organic search efforts grow.
