Singapore – Strategic consultancy PR Group has expanded its regional mandate with Australian AI healthcare company Heidi, deepening a partnership that began during the startup’s early growth phase.
The firm will now handle communications across Southeast Asia and North Asia from its Singapore hub, while continuing its work in Australia and New Zealand.
The fresh brief gives PR Group responsibility for regional strategy, including executive profiling, media relations, narrative positioning, and reputation management as Heidi pushes into new markets.
The move comes as regulators across the region tighten their gaze on clinical AI.
“We’ve worked with Heidi since its early days, and it’s been a privilege to support the company at every stage of its growth,” said Caroline Shawyer, chief executive of PR Group.
As companies scale, she added, communications have become harder to manage and increasingly tied to boardroom decisions.
PR Group said the engagement will be led by senior advisers from its Singapore base, working along the well-worn Sydney–Singapore corridor that underpins much of the region’s tech capital flow.
For Heidi, the partnership reflects the growing complexity of selling AI into hospitals and health ministries across Asia-Pacific, where adoption moves unevenly from the digital wards of Singapore to the paperwork-heavy clinics of parts of Southeast Asia.
“PRG has been a trusted partner as we’vescaled, bringing strategic clarity and senior counsel,” said Emma MacKenzie, head of communications at Heidi.
