Client
Grady Health System
Brand Strategy, Advertising, Media Buying, Creative, Community Engagement.
As Grady Health System prepared to launch a new freestanding Emergency Department in Union City, leadership needed actionable, community-driven insights to guide awareness, messaging, and engagement. The goal was to ensure the surrounding communities not only knew about the new facility, but understood Grady’s role, services, and long-term commitment to the area.
Grady sought a partner that could deliver authentic, on-the-ground intelligence — not just traditional market data — to inform strategy and build trust at the community level.
The Approach
Gagnant Media designed and executed a comprehensive community research and engagement initiative to capture real-time feedback, perceptions, and needs directly from residents, stakeholders, and community leaders.
Our work included:
20+ Facilitated Focus Groups: Led in-person and virtual sessions with diverse community members to gather qualitative insights on healthcare access, brand perception, and service expectations.
Manual & Digital Survey Deployment: Designed and distributed both paper-based and online surveys to maximize reach and accessibility.
Large-Scale Data Collection: Engaged thousands of respondents across priority neighborhoods to capture statistically meaningful feedback.
Community Intelligence & Reporting: Synthesized qualitative and quantitative findings into actionable insights to guide outreach, messaging, and launch strategy.
Local Market Awareness Strategy: Used findings to support increased awareness of Grady’s brand and the new Union City Emergency Department.
The Impact
This research-driven engagement strategy provided Grady with a clear, community-validated roadmap for awareness, messaging, and activation around the new facility.
Key outcomes included:
Deeper understanding of community perceptions and healthcare needs
Increased awareness of the Grady brand across the South Fulton market
Improved visibility and understanding of the new Emergency Department
Data-backed insights to inform marketing, outreach, and community partnerships
Stronger trust and alignment between Grady and local stakeholders
The Result
By combining rigorous market research with authentic community engagement, Gagnant Media helped Grady Health System bridge the gap between healthcare expansion and community connection. The initiative ensured that the Union City Emergency Department launch was informed by real voices, real data, and real community needs — positioning Grady for long-term impact and stronger local relationships.