Imagine that you are the head of strategic planning for a 150-bed general hospital located in a medium-sized city with a diverse population representing a cross-section of U.S. society. Compile a list of the segments into which the hospital’s overall market could be defined. You might want to start by thinking about the most prominent variables that define a population. It should not be hard to come up with at least twenty or thirty possible segments. Once you have the list in hand, check off those segments that your common sense says are the most likely bases for the differentiated product or service offerings. In other words, look for segments in which patients might want something unique in their hospital services.
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