There is one universal truth in marketing: Not all customers are created equal. For the healthcare provider, this recognition too often takes the form of payer-mix analyses that focus on how much revenue a hospital collects through reimbursements from patient insurance coverage. Although such analyses are important, good business also requires a thorough understanding of patient types through segmentation. Gain an understanding of the roles of targeting and data segmentation in approaches to healthcare marketing, including how segmentation can enhance community awareness and patient acquisition efforts and improve the bottom line. Uncover the strengths and limitations of major segmentation methodologies—customer, geographic, psychographic, and household.