I work in a (California) medical facility. "Patient" is now a deprecated if not archaic term, no longer used.
Patients are now properly referred to as "clients" for at least 5 years now.
I understand that we all have to keep up but how on earth is patient an "archaic term" when compared to client?
Both words are derived from Latin and have seen some service. Patiens - "sufferer" seems appropriate for someone who is suffering - they tend to gravitate towards Doctors. A client "cliens" is more of a legal term - it was used to denote someone who had a lawyer or was "protected" by a patron.
I think that patient is the more appropriate term for your customers (originates from Latin - "tax gatherer.") 8)
