Get to know: PR BOM, GHMC’s exclusive partner in South Korea 

As the APAC lead agency for Global Health Marketing and Communications (GHMC), a global network of independent healthcare agencies, Spurwing is committed to building a strong regional network with partners who share our focus on health and healthcare. We recently welcomed PR Bom as our exclusive partner in South Korea, joining GHMC’s community of independent healthcare agencies spanning more than 60 countries. 

PR Bom has established itself as a trusted partner in one of the world’s most tightly regulated healthcare markets, with strengths in corporate & brand communications, crisis & issues management, & digital engagement for pharmaceutical, biotech, & medical device clients. 

We spoke with Eun Jeong Jeon, CEO of PR Bom, to learn more about the agency’s journey and what joining GHMC means for the future. 

1. Welcome to GHMC! We’re thrilled to have you on board. For those who aren’t yet familiar with PR Bom, can you tell us what makes you stand out from other healthcare communications agencies in South Korea?  

Our main strength is our pool of customers, with 99% of them closely related to the healthcare market. This enables us to craft and implement efficient and balanced communications strategies across the entire triangle of pharmaceutical and healthcare device companies, healthcare service providers, and patient organisations. We are also equipped with a high-calibre workforce and systems to respond rapidly to the latest healthcare trends and changes. This is why we are widely recognised for our ability to navigate efficient communications routes without any roadblocks. 

2. You’re joining a growing GHMC presence in APAC – alongside agencies in Singapore, India, Taiwan, and Australia. What attracted PR Bom to the GHMC network?  

We have been seeking a standout opportunity to “expand our experience” through global partnerships in celebration of our 10^th anniversary. Connecting with Spurwing came at exactly the right moment and we successfully joined GHMC not long after. This entire process has felt like it was meant to be, and we’re confident it will lead to the most positive outcomes. Our very first virtual meeting, which served as a valuable opportunity for interaction with and inspiration from other professionals dedicated to the same field, only reinforced this belief. We are truly proud and excited to be a part of GHMC’s global network of healthcare communications experts. 

3. With a decade of specialised experience in South Korea’s healthcare communications industry, how do you see PR Bom contributing to GHMC’s impact across APAC?  

Many clients prefer to anchor their campaigns under a unified global theme to maximise impact. However, applying the same campaign uniformly across different countries is rarely straightforward due to varying political, social and cultural contexts. GHMC’s expansive network provides partner agencies with the foundations needed to deliver global campaigns that are locally relevant, helping to enhance their overall effectiveness. By continuing to propose programmes that are meaningful and effective in South Korea, we believe we will contribute to strengthening this shared network of expertise. 

4. Navigating the strict and evolving regulatory limitations for the pharma industry in South Korea can be challenging. Can you share some creative strategies or approaches that have worked well for you?  

We understand South Korea’s healthcare policy landscape and are well-equipped to anticipate any policy changes that may occur. Based on our comprehensive understanding of the regulations, we can accurately pinpoint each client’s needs and determine the best and most effective strategy. Our approach combines creative thinking with deep regulatory expertise to ensure we pursue the most efficient and compliant path forward. 

5. In a dynamic healthcare landscape, what emerging trends or challenges do you see in South Korea/APAC that PR Bom is gearing up to address?  

Due to regulatory limitations, Social Networking Service (SNS) communications in South Korea face far more obstacles thanks in many other markets. One of our challenges is to identify the most effective strategies and channels that remain fully compliant with local regulations. 

We are also witnessing a continued increase in the number of companies specialising in innovative medicine or medical device development. As these companies move towards successful commercialisation, many have the opportunity to expand into other Asian markets. We aim to build a robust communications framework that call fully support these global expansion efforts. 

6. Finally, anything our network clients should know about PR Bom or healthcare communications in South Korea? 

PR Bom may be the youngest expert group in South Korea’s healthcare communications market, but we bring a uniquely dynamic range of experience. The South Korean healthcare market has several distinct characteristics. Nearly all citizens have access to universal healthcare through the National Health Insurance system, and the entire sector is shaped by complex and constantly evolving regulations. For any company looking to enter this market, PR Bom offers the expertise and insight needed to navigate it successfully.