HealthTab
Growing up, my dad worked in a lipid clinic, so cholesterol and risk factors were regular dinner table topics. I learned early on that knowing your numbers and taking action could help prevent hospital visits and extend lives. Years later, my brother and I took on this mission by launching HealthTab. Our goal was to put better health information directly into people’s hands, starting with a simple blood test at their local pharmacy.
Client
HealthTab
Project
Brand Platform
Sector
Health Tech
Overview
Rethinking preventive care
Millions of Canadians struggle to manage chronic conditions like heart disease and diabetes due to a lack of timely, actionable health information. While routine blood work is essential, the traditional system often makes access inconvenient. Our mission became clear: to make health insights more accessible and actionable for all. We looked to trusted community pharmacies as an untapped opportunity to deliver more efficient preventive care.
Mapping the brand DNA
From day one, HealthTab was built around accessibility and empowerment. This philosophy guided every decision, from the name and tagline to how test results were visualized. The goal was simple: give people direct access to the numbers that matter. This vision came to life through a clean, confident identity and human-centered messaging, captured in the tagline Know better. Live better.
Building a healthy foundation
As co-founder, I led the development of HealthTab’s brand and core assets with a focus on clarity, trust, and ease of use. Inspired by file folder tabs, the name suggested quick access to vital health data. The logo featured three tab-like shapes forming the letters HT, incorporating a medical cross and symbolizing the three chronic conditions we aimed to prevent: cardiovascular disease, diabetes, and kidney disease. The colour palette aligned with dashboard-style risk categories, and an encouraging, direct voice guided all communications.
We brought the brand to life through a digital kiosk video, an intuitive web app for patients, and an interactive training program for pharmacists, each designed to create a seamless, empowering experience at the point of care.
Outcome
In 2017, HealthTab was acquired by Avricore Health (TSX-V: AVCR). Built from the inside out, with a strong alignment to our mission and values, the brand has stood the test of time. Over a decade later, it continues to resonate with both patients and healthcare providers, driving growth and innovation. At its peak, HealthTab was in over 800 pharmacies across Canada, and now it’s expanding into the UK, giving more people instant access to the health data they need to live better.
