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The CMA Digital Commerce Award goes to ...

10 Jan 2022 2:03 PM | Anonymous member (Administrator)

Celebrating the very best in excellence, the Digital Commerce Award recognises innovation, creativity, enjoyment, and success.



Anil Mustafa and Claudia Franceschini accept the inaugural CMA Digital Commerce award for My Appointments.


The inaugural honour was recently presented to Anil Mustafa and Claudia Franceschini from Eclaire & Co for their unique practice management platform, My  Appointments.

Launched in 2021, after several years in development, My Appointments is built for practitioners by practitioners. The genuinely innovative practice management solution is set to revolutionise practice management, saving practitioners time and money while stimulating practice growth.

Anil and Claudia discussed concepts for a viable launch around six months, and it took almost two years to build and launch My Appointments.

Anil says: “Our goal was to reduce the administrative burdens of running a practice so that practitioners could focus on what they do best, treating their clients.”

The idea for the platform resulted from work that the duo was conducting on the advocacy platform, Your Health Your Choice (YHYC), which aims to safeguard the future of natural therapies. Following the axing of rebates by the government, the pair examined ways to support practitioners and the growth of funds to enable this work to continue.

Research and development

Both Anil and Claudia are experienced in building businesses from the ground up. Anil started her Myotherapy practice at age 19 which quickly evolved into a multidisciplinary clinic, including a Pilates studio and a gym. Claudia is an avid user of natural therapies for herself and her children and has a marketing, business development and design background.

“We combined our experiences and brainstormed ideas that could automate as much as possible for practitioners. We also looked at ways we could connect more clients with their ideal practitioners and build in marketing protocols to help practitioners grow their business,” says Anil.

“Following further research with practitioners, we proceeded to build the wireframes before passing it on to developers who specialised in building practice management systems,” Anil explains.

The feedback has been fantastic so far, reports Claudia, who adds: “The biggest compliments focus on how innovative and user-friendly our platform is. Everyone especially loves the clean, visually appealing design.”

A big surprise

Winning the new Digital Commerce Award came as a big surprise to the thrilled Anil and Claudia; they didn’t even know they had been nominated! The duo is humbled by the recognition they have received so early on in developing the platform by some of the most influential names in the complementary medicines sector.

The next steps for Anil and Claudia involve the development of additional features and the continued evolution of the platform to meet the needs of practitioners.

“It is an incredible pleasure to be involved in a project that has so much support in an industry that we are so very passionate about. We are excited by what the future holds. We are loving watching our vision come to life,” ends Claudia.


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