Team
Petra Weber-Bünsack
“When you talk, you are only repeating what you already know but if you listen, you may learn something new!" (Dalai Lama)
I am a qualified nurse since 1988 and, in addition to five years of psychotherapeutic training (Gestalt therapy), I have studied social pedagogy and sociology.
I have been working in the field of qualitative medical market research since 1998, have been self-employed since 2000 and founded AFFINITY in 2003 together with Heike Schreiber-Braun.
My work focuses on the qualitative moderation of medical focus groups as well as individual explorations with doctors, pharmacists, nurses and patients. I am particularly interested in the specialties: oncology, haematology, rare disease, cardiology, endocrinology/diabetes, rheumatology, psychiatry, neurology as well as in interviewing patients and KOLs (key opinion leaders).
Market Research Topics
Landscape studies, patient and caregiver journey, device testing, packaging tests, positioning tests, concept tests, ad tests, brochure tests, visual aid tests, whitepaper tests, messaging tests, logo tests, unbranded campaign and data tests, toolkit testing, prescriber experiences.
Market Research Techniques
Ethnographics, face to face interviews, group discussions, TDIs, WATIs /platform interviews (InterVu, Civicom, screensharing), exploratory research, landscape studies, creative workshops, emotion and relationship research, association techniques, deep dives.
Target Groups For Interviews
Physicians (all specialties, hospital and office-based), KOLs, nurses (including specialist nurses), medical assistants, patients, caregivers, payers, pharmacists, diabetes educators, nutritionists, physiotherapists, heads of patient support groups.
Examples of medical experience
- Oncology: Breast cancer, colorectal cancer, lung cancer/NSCLC/SCLC, mesothelioma, malignant melanoma, basal cell carcinoma, hepatic and renal cell carcinoma, pancreatic cancer, prostate cancer, sarcoma, myelofibrosis, thyroid cancer, bladder cancer, cervical and ovarian cancer, glioma, palliative and symptomatic therapies
- Haematology: CAR-T-cell therapy, multiple myeloma/plasmacytoma, myeloproliferative syndromes (PV, ET, CML), leukaemia’s (AML, ALL, CLL, NHL), malignant lymphoma (NHL, FL, DLBCL), stem cell transplants, haemophilia, von Willebrand’s disease
- Rare diseases: Cystic fibrosis, tuberous sclerosis complex, Fabry’s disease, Gaucher’s disease, Behcet’s disease
- Cardiology: Coronary heart disease, hypertension, myocardial infarctions (STEMI/NSTEMI), angina pectoris, HCM, anticoagulation therapies
- Diabetology/Endocrinology: Diabetes (I and II), metabolic syndrome, growth hormone disorders, hyperlipidaemia, insulin pumps/pens, glucose monitoring systems
- Gastroenterology: HCV, liver cirrhosis/NASH, Crohn’s disease, ulcerative colitis, IBD, GERD, gastroparesis, transplant care, bariatric surgery
- Gynaecology/Urology: Contraception, infertility, hypoactive sexual desire disorder, erectile dysfunction, hyperactive bladder, incontinence
- Infectiology: HIV/AIDS, hepatitis (focus on HCV), HPV, MRSA, RSV, fungal infections, vaccinations, new antibiotics
- Neurology/Psychiatry: Stroke/TIA, multiple sclerosis, epilepsy, polyneuropathies/chronic pain, migraines, Parkinson’s disease, dementia/Alzheimer’s disease, Huntington’s disease, schizophrenia, depression, bipolar disorder, traumatic brain injury
- Pulmonology: COPD, asthma, allergies, cystic fibrosis, allergies, chronic cough
- Dermatology: Psoriasis, atopic dermatitis
- Ophthalmology: Chronic dry eye, age-related macular degeneration, diabetic retinopathy, diabetic macular edema, contact lenses
- Rheumatology: Rheumatoid arthritis, psoriatic arthritis, axSpA, lupus erythematosus, fibromyalgia
- Surgery: Device testing for surgical robotics, surgical drapes, sterilization, bariatric surgery, transplant surgery
- Pain management: Migraines therapy, device testing, patches, oral therapy
- Orthopaedics: Osteoporosis
Corporate clients
- Astra Zeneca, Bayer, Daiichi Sankyo, GlaxoSmithKline, Johnson & Johnson, Lilly, Merk & Co., Novartis, Pfizer, Takeda, UCB, and so on…
Mandana Bagheri
“The creation of the world did not take place at once for all time, but takes place every day." (Samuel Beckett)
Already as a student I was active in medical market research and gained experience in the field of: translation and analysis, later also in moderation and project management. After graduating from university (English studies) in 2005, I first worked as a project manager for a medical market research company and went freelance as a medical translator and market research analyst in 2007, before I also added moderation back into my portfolio. Since 2016, I have been working as a project manager for AFFINITY and in 2022, together with Petra Weber-Bünsack, I took over the management of the company.
I am particularly interested in the specialist areas: oncology, haematology, rare disease, gastroenterology, endocrinology/diabetes, dermatology, ophthalmology, infectious diseases, as well as interviewing KOLs (key opinion leaders) in German and English.
Market Research Topics
Device testing for injections and infusions, positioning tests, packaging tests, concept tests, ad tests, brochure tests, visual aid tests, whitepaper tests, messaging tests, logo tests, unbranded campaign and data tests, toolkit testing, prescriber experiences, patient and caregiver journey.
Market Research Techniques
Ethnographics, face to face interviews, group discussions, TDIs, WATIs /platform interviews (InterVu, Civicom, screensharing), exploratory research, landscape studies, creative workshops, emotion and relationship research, association techniques, deep dives.
Target Groups For Interviews
Physicians (all specialties, hospital and office-based), KOLs, nurses (including specialist nurses), medical assistants, patients, caregivers, payers, pharmacists, diabetes educators, nutritionists, physiotherapists, heads of patient support groups.
Examples of medical experience
Oncology: Breast cancer, colorectal cancer, lung cancer/NSCLC/SCLC, mesothelioma, malignant melanoma, basal cell carcinoma, hepatic and renal cell carcinoma, pancreatic cancer, prostate cancer, sarcoma, myelofibrosis, thyroid cancer, bladder cancer, cervical and ovarian cancer, glioma, palliative and symptomatic therapies
Haematology: CAR-T-cell therapy, multiple myeloma/plasmacytoma, myeloproliferative syndromes (PV, ET, CML), leukaemia’s (AML, ALL, CLL, NHL), malignant lymphoma (NHL, FL, DLBCL), stem cell transplants, haemophilia, von Willebrand’s disease
Rare diseases: Cystic fibrosis, tuberous sclerosis complex, Fabry’s disease, Gaucher’s disease, Behcet’s disease
Cardiology: Coronary heart disease, hypertension, myocardial infarctions (STEMI/NSTEMI), angina pectoris, HCM, anticoagulation therapies
Diabetology/Endocrinology: Diabetes (I and II), metabolic syndrome, growth hormone disorders, hyperlipidaemia, insulin pumps/pens, glucose monitoring systems
Gastroenterology: HCV, liver cirrhosis/NASH, Crohn’s disease, ulcerative colitis, IBD, GERD, gastroparesis, transplant care, bariatric surgery
Gynaecology/Urology: Contraception, infertility, hypoactive sexual desire disorder, erectile dysfunction, hyperactive bladder, incontinence
Infectiology: HIV/AIDS, hepatitis (focus on HCV), HPV, MRSA, RSV, fungal infections, vaccinations, new antibiotics
Neurology/Psychiatry: Stroke/TIA, multiple sclerosis, epilepsy, polyneuropathies/chronic pain, migraines, Parkinson’s disease, dementia/Alzheimer’s disease, Huntington’s disease, schizophrenia, depression, bipolar disorder, traumatic brain injury
Pulmonology: COPD, asthma, allergies, cystic fibrosis, allergies, chronic cough
Dermatology: Psoriasis, atopic dermatitis
Ophthalmology: Chronic dry eye, age-related macular degeneration, diabetic retinopathy, diabetic macular edema, contact lenses
Rheumatology: Rheumatoid arthritis, psoriatic arthritis, axSpA, lupus erythematosus, fibromyalgia
Surgery: Device testing for surgical robotics, surgical drapes, sterilization, bariatric surgery, transplant surgery
Pain management: Migraines therapy, device testing, patches, oral therapy
Corporate clients
- Astra Zeneca, Bayer, Daiichi Sankyo, GlaxoSmithKline, Johnson & Johnson, Lilly, Merk & Co., Novartis, Pfizer, Takeda, UCB, and so on…
Jörg Bünsack
“Everything has already been said, just not by everyone."
Many years of experience in a wide variety of commercial areas and strong communication skills have ensured that nothing can surprise me any time soon.
Since 2014, I have been strengthening the commercial background at Affinity and enjoy being part of a team whose liveliness is always shaped by its skills and the will to solve even difficult situations.
As a tradesman, I find it particularly exciting that AFFINITY specializes exclusively in qualitative medical market research. For us, the focus is on people which helps us to develop a deep understanding of the market that goes beyond merely reporting numbers.
Jean Bohn
“Bringing technology and people together for better health outcomes." (Jean Bohn)
Since childhood, I have been fascinated by technology and use my skills to develop and implement innovative solutions. As an IT specialist, I am well versed in programming, analysing and configuring computer systems. Thanks to my analytical thinking, creativity and technical skills, I have managed to become an expert in my field. I am proud to use my knowledge and skills to help people make the most of technologies.
Here at AFFINITY, I am responsible for developing and implementing solutions that help make our company a better and more efficient entity. I am excited to be part of the team and I am thrilled every day to use my knowledge and skills to strengthen and support AFFINITY.
AFFINITY works with a total of 30 freelance professionals from the areas of field organisation, moderating and simultaneous interpreting who have specialised in medical market research.
AFFINITY IS A MEMBER OF
Berufsverband Deutscher Markt- und Sozialforscher e.V.
Berufsverband deutscher Soziologinnen und Soziologen e.V.
EPHMRA - Creating a Healthcare ‘Market Research and Analytics’ Community that defines, develops and shares best practice.