Market Segmentation for St Joseph's Hospital in Atlanta

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Market Segmentation Market Segmentation St. Joseph's hospital in Atlanta, GA has faced some fairly major challenges of the recent years. It has gotten to the point where they sought an entity to purchase the hospital and there were no bites for a time. That has since been rectified but the hospital continues to face some struggles as it relates to marketing and long term viability. St. Joseph must make an effort to identify their target markets and then effectively open up lines of communication via marketing to those segments. Facility History and Summary Saint Joseph's hospital was founded in 1880 by Sisters of Mercy and is Atlanta's oldest hospital. The hospital is located in northern Atlanta near the fairly affluent Sandy Springs area. The facility maintains 410 beds and 750 physicians (St. Joseph, 2012). The hospital languished with poor financial performance for a while due to lack of a stable customer base, even though cash reserves have always been strong (CHA, 2011). St Joseph looked for a buyer for some time but with no luck but that changed when Emory University hospitals bought a 51 percent share in 2011 (Atlanta Journal-Constitution, 2011). The Emory deal did not lead to a change in the hospitals Catholic affiliation (Catholic Health World, 2011). Atlanta, a metro area of nearly six million, is fairly diverse in terms of minority population but the greater Sandy Springs area is much closer to the United States population at large (Census, 2010). As of

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