Who Is A Healthcare Customer?

Who is a Healthcare Customer?  If I go to the grocery store and pick up bananas, go to check-out, and pay for them, I am a Grocery customer and in particular am a customer for bananas.  If I fall off my bicycle, am treated and transported by the County EMS, transported to the Emergency Department of a Hospital, wait interminably, have X-rays, get a cast and an appointment card for a follow-up visit, show my insurance card and am discharged to home, am I a customer to any or all the services involved?  Must I also pay for service to be identified as a customer?  Does a radio advertisement that I hear about the shortest ER wait times at County Medical center have any impact on the events and choices described?

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