AbstractSeveral penalization approaches have been developed to identify homogeneous subgroups based on a regression model with subject‐specific intercepts in subgroup analysis. These methods often apply concave penalty functions to pairwise comparisons of the intercepts, such that the subjects with similar intercept values are assigned to the same group, which is very similar to the procedure of the penalization approaches for variable selection. Since the Bayesian methods are commonly used in variable selection, it is worth considering the corresponding approaches to subgroup analysis in the Bayesian framework. In this paper, a Bayesian hierarchical model with appropriate prior structures is developed for the pairwise differences of intercepts based on a regression model with subject‐specific intercepts, which can automatically detect and identify homogeneous subgroups. A Gibbs sampling algorithm is also provided to select the hyperparameter and estimate the intercepts and coefficients of the covariates simultaneously, which is computationally efficient for pairwise comparisons compared to the time‐consuming procedures for parameter estimation of the penalization methods (e.g., alternating direction method of multiplier) in the case of large sample sizes. The effectiveness and usefulness of the proposed Bayesian method are evaluated through simulation studies and analysis of a Cleveland Heart Disease Dataset.