I'm re-vitalizing an 'older' post!
Sounds like we're the outliers here, as radio has actually done well for us. But, we made sure to measure how well it worked and get people to the right place from the radio ads. We found out that radio was working after we decided to stop all of our ads for one particular month. We went from averaging 26 new patients per month to 8 during the month we cancelled. We started back up, and went right back to the 26 new patients!
Take note that we're in a rural setting (population 92,000, with a valley of around 250,000 people)...
Here's what we would do (I can offer our scripts to people if you'd like): we would run radio ads that specifically pointed out the pain points people have in the old system. We would then point people to our website (phone numbers on radio don't work - and they'll call the radio station if they want your number anyway), and then make sure to host seminars nearly every week (the best seminar times for us were Fridays at noon, surprisingly). The seminars weren't bait and switch at all - we literally spoke about how the DPC model works and how you could pair other insurances or insurance alternatives with our membership. Sign up rate from those seminars is 90-95%! They are about 1 hour in length.
Our seminars hit on exactly what @drken mentioned - that it's more about education than marketing. Marketing does the job of getting people in the door to open up opportunities to educate and let them make an informed decision.
Our next goal is to put a series of videos online that would replace (or be another option for) the seminars. I can share those with you all when those are finished.
Thanks for sharing your experiences!