Which approach would you take as a new marketing manager. Would you lead from a customer-centric perspective or not? Explain in in-depth.

Imagine you are the new marketing manager for a chain of hospitals that views its clients as patients rather than customers.  How, if at all, would you lead your team and persuade your bosses to encourage a more customer-centric perspective?  Be sure to explain thoroughly.  If you choose not to go with a more customer-centric perspective, thoroughly explain your rationale.