LloydsDirect

• LloydsDirect is an online pharmacy service for Lloyds Pharmacy Limited with approximately 600,000 users nationwide.
• LloydsDirect wanted to remove the issue of having to go through a GP practice to retrieve the linkage key as well as improve their ID verification and security. NHS login felt like the obvious choice for this.
• A key benefit for LloydsDirect to use NHS login was that it was a ‘ready-made’ and trusted solution which also gave their users added confidence and trust when using the service.
• NHS login enables a smoother joined up service between users, their GP, and the pharmacy, providing the convenience of their medication being aligned with their medical records and easily ordered as required.

• LloydsDirect is integrated with the NHS Spine Personal Demographics Service (PDS) to enable patient tracing.
• LloydsDirect is integrated with both EMIS and TPP via IM1 so having NHS login became the next logical step to align the service fully with GP systems via the linkage key provided by NHS login.
• There was also a need to provide a safe and secure method of user verification which can be challenging to develop and build independently or costly to buy as an ‘off the shelf’ product.

NHS login met the need as a ready-made, high quality and cost effective solution. It enabled Lloyds Direct to on board users quickly and with no extra cost to the user.

As Ilya Tulvio (LloydsDirect Technology Director) said, “For digital healthcare products NHS login is the gold standard. Identity verification can be complex and costly to do well and if every service implements its own then the patient experience is clunky and interoperability between services is hard. NHS login solves this by providing a centralised and trusted identity provider.”

For LloydsDirect users, the benefits were explained by Jon who told us that from their perspective, users experience added convenience and trust from using NHS login.

“For me it is very much the right solution, for being able to identify someone, having that very official trust element, to say this is an NHS service, you login with NHS login, you’ll use that for other services, that immediately breeds a lot of trust. The experience for the user is very good, they have all their medications pulled in from their GP, we know when they’re due and when they want to address them we put them back through to their GP so it’s really good.”

Users have told us the main benefits of NHS login, in research conducted in partnership with NHS login and LloydsDirect.

These include the:

• speed and ease of signing up for LloydsDirect using their NHS login
• ability to use NHS login on other apps and services means users don’t have to keep signing up and being verified each time they want to use another service
• fact their LloydsDirect account is then seamlessly connected to their details and prescriptions giving users the reassurance that the correct medication is there
• reassurance that NHS login provides a secure and high level of verification for Lloyds Direct and their users
• trust of the NHS brand that comes from NHS login reassures users of the credibility of the partner app or website, especially if new to the market or unfamiliar to users.

Having two national and well-known brands (NHS & LloydsDirect) working together in this way helps provide a high level of trust and helps increase awareness and understanding of NHS login amongst users. As NHS login grows and expands across other partner services, the benefits will be realised even more for LloydsDirect and their users as awareness grows and users choose the NHS login option to register or sign in.

At NHS login we are continually iterating and developing NHS login and are working collaboratively with our partner community to ensure the product can provide this high level of security in line with their user needs and journeys.

• “It was seamless, very straight forward, I knew where to click immediately, it flowed really well."
• “The convenience of being able to log into different health services from a central point and to have it secure.”
• “NHS login gives lots more information coming into LloydsDirect than I would have provided.”
• "A bit more than most things but with it being medical information I was accepting of this because you want it to be most secure so you’re willing to jump through one or two extra hoops."
• “It feels safer, feels more trusted, a new brand or new app you haven’t heard of before, you’re much more likely to sign up.’’