About us

We make running your practice simpler, safer and more efficient.

Who we are

PracticeHub is a division of the Avant Mutual Group, a member-owned organisation that has been supporting doctors and their practices for more than 125 years.

Now representing over 78,000 health practitioners and medical students across every state and territory, we understand better than anyone the complexities and risks of running a practice, as we have seen first-hand how gaps or failures in practice systems and processes can contribute to poor patient outcomes, complaints or legal actions against a practice.

Today our technology and services are used by more than 900 practices to support more than 8,500 practice staff.

What we believe

We believe that at the heart of every successful practice is a team who have their finger on the pulse of the business.

Increasing complexity, regulatory change and medico-legal risks are making running a successful practice more difficult, which is made even more challenging by technology that doesn’t seamlessly integrate.

That is why we have developed our Practice Operations Platform and advisory services to simplify practice management through a suite of integrated applications and complementary services, ensuring that practice managers can always be in control of their practice operations and nothing falls between the cracks.

Our vision is to do for practice management what clinical management software has done for clinical practice.

Meet our leadership team

Martin Edwards
Chief Executive Officer

Martin has a passion for innovation and developing products and services for healthcare professionals which help them achieve their goals.

Martin has 20+ years senior executive experience, spanning health and financial services, across a broad range of disciplines. Over the last five years Martin has focussed on establishing a range of new venture businesses across life insurance, financial planning, and is a director of a number of health tech start-ups. Martin is a Fellow of the Institute of Actuaries Australia, a Graduate of the Australian Institute of Company Directors, has a Bachelor of Science and has attended the General Management Program at Harvard Business School.

Aleks Habarovs
Chief Operating Officer

Aleks has a passion for building high performing customer care teams.

Aleks is a senior strategy and finance advisor with 15+ years of experience in financial services and healthcare industry. He established the PracticeHub business at Avant and is accountable for the overall business growth and customer experience. BCom (USYD), MBL (USYD), CA (ICAA).

Staffan Flodin
Chief Technology Officer

Staffan has an advanced degree in Computer Science from Linkoping University, Sweden. Staffan has since built a long career in eHealth and has held C-level positions in organisations addressing the Primary Care clinical and administrative market overseeing the development of broad product suites as well as holding senior positions in the establishment of national foundational eHealth projects.

Shady Ghraiche
Chief Product Officer

Staffan has an advanced degree in Computer Science from Linkoping University, Sweden. Staffan has since built a long career in eHealth and has held C-level positions in organisations addressing the Primary Care clinical and administrative market overseeing the development of broad product suites as well as holding senior positions in the establishment of national foundational eHealth projects.

Phesephony Naidoo
Head of Marketing and Communication

Driven by social responsibility, Phesephony strongly believes that patients deserve access to exceptional quality healthcare and that practices are enabled to focus on what truly matters - patient care.

With extensive experience leading marketing teams for Healius Limited and Starkey Hearing Technologies across ANZ, Phesephony combines her keen interest in healthcare and technology solutions with her passion for generating effective marketing and communications strategies that make an impact on their intended stakeholders.

Maja Ajdukovic
Senior Business Development Manager

Maja is an experienced healthcare professional, who is passionate about helping health care businesses adopt innovative technology solutions to help them deliver better health outcomes for their patients.

With a career spanning healthcare and business, Maja brings a strategic perspective to corporate partnerships at PracticeHub. A registered pharmacist, Maja has been a pharmacy proprietor, has held executive positions in healthcare organisations and worked in policy and advocacy.

Anna Maria Gibb
Senior Product Manager

Anna-Maria Gibb is the original co-creator of MyPracticeManual, now PracticeHub. She is passionate about helping health care organisations minimise risk and run more efficiently using better business management systems and processes.

Anna-Maria has a background in practice management and qualifications in business and adult education. She regularly presents on business systems and processes. As Senior Product Manager, Anna-Maria focuses understanding client needs to improve and extend the PracticeHub platform.

Karen Garth
Senior Operations Manager

Karen is passionate about ensuring that our clients get the most out of their PracticeHub platform.

With over 30 years’ experience in healthcare management and qualifications in practice management, Karen is well placed to manage a dedicated team that onboards, trains and supports our PracticeHub clients.