Minimizing Risk and Increasing Customer Confidence
Secure Medical, a pioneer in telemedicine for lifestyle medications, understands the necessity of projecting a trusted brand. “There are a lot of companies in our industry that aren’t reputable,” says CEO Kyle Rao. “I want to ensure our customers feel safe and comfortable using our technology.”

He said that reassuring clients about the security of their payment information is an essential component of this. That requires adhering to the Payment Card Industry Data Security Standards (PCI DSS). “We receive many calls from customers asking if it’s safe to order with their credit card information,” Rao said. “I need to be able to tell them we are PCI compliant.”

In addition to attaining PCI compliance to improve the client experience, Secure Medical needed to locate a provider to assist them with removing sensitive data from their systems. Rao said, “We were storing credit card numbers in our databases, which was a clear and present security issue.”

Enhanced Compliance and Responsive Support
Secure Medical became PCI compliant by deploying TokenEx, which minimized the dangers of keeping sensitive credit card data on its systems. Rao says, “We improve our security by not holding actual credit card information. Instead, we hold useless tokens to any attacker attempting to breach our protections.”

Furthermore, Secure Medical has benefited from reduced time spent on PCI compliance activities. “Our PCI footprint was substantially reduced when implementing TokenEx,” Rao says. “This streamlined many of our business practices and freed up people and resources dedicated to PCI-related tasks.”

Secure Medical additionally likes TokenEx’s response to technical inquiries. “TokenEx is really on top of it regarding technical support,” Rao said. They are highly responsive when there is an issue, which is crucial for our success.”

How Secure Medical Uses TokenEx
Secure Medical uses the Tokenization Services API to submit sensitive credit card data to TokenEx. TokenEx saves the data and returns a non-sensitive token to Secure Medical. Secure Medical retains the token rather than the credit card number, keeping sensitive information out of its systems.

When Secure Medical needs to charge a customer, they send the customer’s token to TokenEx. TokenEx detokenizes the payment information before sending it to Secure Medical’s payment processor via the TokenEx Transparent Gateway or TokenEx Payment Services.

Read the Entire Case Study

This research explores the value of showcasing customer ratings and reviews in advertising, particularly the impact of Trustpilot content in digital campaigns. 

Based on a survey of 1,000 US consumers, this London Research study reports on the benefits of using Trustpilot ratings and reviews to build trust and increase the propensity to purchase. The efficacy of Trustpilot compared to some of its competitors.

The research also looks at the extent to which specific types of Trustpilot content in online advertisements influence US consumers, including the Trustpilot logo and stars, TrustScore, the volume of reviews, and the impact of an authentic customer testimonial.

Looking at the impact of customer ratings and reviews at the broader level within the customer journey, 66% of consumers say they’re ‘often’ or ‘very often’ influenced by customer reviews during the trip to purchase, and 62% say the same of customer star ratings.

Regarding the impact of Trustpilot, almost three-quarters (71%) of US consumers agree that a good Trustpilot score makes them more likely to buy from a brand, compared to only 3% who disagree.

An even higher proportion (73%) agree that a good Trustpilot score makes them more likely to trust a brand (including consumers who hadn’t previously heard of Trustpilot).

Testing the value of Trustpilot ratings and reviews in ads Survey respondents were shown a series of digital advertisements for a fictitious car insurance brand and asked which ads they would be most likely to click through and potentially purchase.

Summary of the research

  • Almost three-quarters (71%) of US consumers agree that a good Trustpilot score makes them more likely to buy from a brand, compared to only 3% who disagree.
  • Almost three-quarters (73%) agree that a good Trustpilot score makes them more likely to trust a brand, compared to only 2% who disagree.
  • An online advertisement for car insurance with the Trustpilot logo and stars is nearly two-and-a-half times more persuasive than the same ad without them.
  • US consumers shopping for car insurance are ten times more likely to click a Trustpilot co-branded ad with a five-star customer rating, 3,000+ reviews, and a customer testimonial than an ad with no Trustpilot content.
  • Trustpilot content in an ad can offset a lower discount: an ad with a five-star Trustpilot rating, 3,000+ reviews, a customer testimonial, and a 20% discount performs two-and-a-half times as well as the same ad with a 25% discount, but no Trustpilot content.
  • US consumers are almost three-and-a-half times more likely to click a Trustpilot co-branded ad with a five-star customer rating, 3,000+ reviews, and a customer testimonial than a Yotpo co-branded ad showing the same information.
  • An online advertisement for car insurance with just the Trustpilot logo and stars is 61% more effective than the same ad with the Yotpo logo and stars.
  • US consumers are 38% more likely to click a Trustpilot co-branded ad with a five-star customer rating, 3,000+ reviews, and a customer testimonial than a Google co-branded ad showing the same information.

Importance of ratings and reviews in the buyer journey

In a world where consumers must be continually on their guard against disreputable businesses and even fraudsters, credible ratings and reviews play an increasingly important role in the customer journey.

Data released by the Federal Trade Commission in early 2022 shows that individuals lost more than $5.8 billion to fraud in 2021, an increase of more than 70% over the previous year. 

Consumers understandably want to spend their money wisely during economic uncertainty and are also becoming savvier about suspect reviews used by less-known brands to bolster their credibility.

Our research shows that customer reviews remain the touchpoint most frequently referenced by shoppers as they become increasingly reliant on credible and authoritative information (Figure 1). 

Two-thirds of US consumers (66%) now say they’re ‘often’ or ‘very often’ influenced by customer reviews during the journey to purchase, while 62% say the same for star ratings.

This does not surprise Kyle Rao, President, and CEO of Secure Medical. As the company behind, they are fully aware that consumers need to see that people like them have used a service before and rate it highly.

“There are a lot of consumers out there who have been burned, so a rating service is essential. It’s helpful for businesses to show they are trustworthy by putting green stars on their advertising. 

We also put them at the bottom of all our emails to remind people they can trust us. So, it helps with both winning new customers and retaining them.”

Kyle Rao

President and CEO, Secure Medical

Kyle Rao, President of Secure Medical, shares how LegitScript Certification helped his company become compliant and open doors. With more than 21 years in business, Secure Medical is one of the longest-standing online medication prescribers.

As the technology and medical industries converged in the early 2000s, Secure Medical established itself as one of the first fully functional telemedicine companies. Today, the company offers lifestyle medication, urgent care telemedicine, and strategic pharmaceutical partnerships.

Early in its business, LegitScript had flagged Secure Medical for noncompliance issues. By working with LegitScript’s policy experts, the company resolved its issues. The company’s brands, including and, became probationary certified and ultimately earned full certification.

In the following Q&A, Kyle talks about his decision to apply for LegitScript Certification for Secure Medical and how coming into compliance has helped to build a stronger, more successful business.

What do you do at Secure Medical, and what is your professional background?

I spent most of my time at Secure Medical working the floor and building an operational team I could trust. I believe that people who lead from the front establish a precedent that we are all one cohesive unit. Even as President, I still take customer service calls, although at a reduced capacity, as my efforts are now, more than ever, focused on our future.

With a master’s degree in business, experience has taught me far more than any classroom ever could. The ebb and flow of the telemedicine market have taught me everything I know. I’ve faced many obstacles in the past, but most telemedicine companies have not had to endure them. These challenges have given me a better understanding of business and how to prosper when things seem bleak.

Years ago, Secure Medical was under the scrutiny of LegitScript for noncompliance. What issues were called out, and what was your response?

There was indeed a period several years ago where the previous compliance officer at the time ignored LegitScript’s requests for information about doctors and pharmacies. Secure Medical was young, and during this time, the last officer in charge chose to ignore requests from certain agencies instead of being proactive and bringing Secure Medical into compliance. That was an error on our part.

If we had applied for the LegitScript Certification sooner, it would’ve opened more doors. Our motto has always been “Safety and Security” — hence, our name and website,

What changed for you? What prompted Secure Medical to want to get LegitScript-certified?

The main thing that tipped the scales was that our industry now recognizes LegitScript as the authority. It’s no more or less complicated than that. As pioneers of the trade, we strive daily to provide a safe and secure platform for our users. Patients and providers can trust and rely on our services and provide effective treatment plans. LegitScript was the missing link.

Obtaining LegitScript certification was also a step in the right direction for preemptive measures to ensure constant regulatory compliance.

How was the certification process for you?

The certification process was seamless and to the point. It was also a learning process for Secure Medical’s organization. Providing LegitScript with the information they requested allowed us to understand the state, medical, and pharmaceutical regulations better.

We’ve implemented tools and features to help our organization grow in ways we wouldn’t have thought about before getting certified.

Did you fix issues LegitScript had identified before applying for the certification?

Absolutely. We started on probationary status as a result of prior business practices. We worked day and night to ensure we rolled out robust changes, including hiring a slew of new, state-licensed medical professionals.

We are proud to say we serve most of the US now. We learned from our mistakes and, more importantly, implemented measures to ensure we stayed within the current regulations.

Why is certification so crucial for the telemedicine industry in particular?

A certificate is a foundation of trust among telemedicine companies and their patients. The quality of care received at telemedicine companies has long been debated.

Can cameras and smartphones capture the same quality of care that a physical exam can?
At Secure Medical, we believe they can. Through LegitScript, industry standards help establish the quality of care. They help develop the requirements to ensure patients are adequately screened and treated.

Does LegitScript Certification help prospective customers know that your operation is reliable and trustworthy?

For informed customers, this certification can be a massive seal of approval. For the uninformed customers, we have created new training regimens for our customer service representatives.

They serve as the face of our company. They are often the first ones to educate customers on innovative buying practices, as well as how to identify potential red flags from imitation vendors.

The LegitScript certification has become a staple in nearly every conversation when customers ask about our legitimacy.

Any advice for other telemedicine, pharmaceutical, and healthcare providers considering LegitScript Certification?

LegitScript certification is not only an industry standard but is also quickly becoming a disqualifying factor for many buyers. Websites without proper compliance are continually passed over for those that are.

New markets are always volatile, and as telemedicine grows, regulatory management will only increase from this point. Companies that remain uncertified risk ruin as regulations catch up with the curve. Taking the right step to ensure compliance should be on your list.

Anything else you’d like to add?

Applying for the LegitScript safety seal is a must-have for any online or brick-and-mortar facilitator. Our industry needs to be about providing a safe platform that people can trust over advertising, profit margins, or certification, and that’s what we do here at Secure Medical.

Are you an online pharmacy or telemedicine provider?

Get certified!
Become a certified healthcare merchant and unlock the benefits of LegitScript Certification today, including the ability to participate in online advertising and payment processing programs. Many of the world’s leading companies require or recognize LegitScript Certification.

The Growth of Telemedicine: How Secure Medical Delivers a Safe and Seamless Patient Onboarding Experience

Among the many aspects of daily life impacted by Covid-19 was healthcare. A critical need, access to medical care was altered when people everywhere were quarantined to their homes. For many, telemedicine became a critical path to safely accessing care, and demand for virtual healthcare services soared. It’s easy to understand why the number of consumers relying on telemedicine skyrocketed to 46 percent in 2020, an 11 percent increase from the previous year. 

Although facilities have begun providing in-person healthcare again, the growing popularity of telemedicine isn’t expected to dwindle. Eighty-three percent of patients say they are likely to continue using telemedicine and it’s estimated that up to $250 billion of current US healthcare spending could eventually shift to virtual.  

This is great news for companies like Secure Medical, a provider of advanced telemedicine products and services since 1998. However, telemedicine also comes with challenges. Safely delivering the convenience and flexibility of telehealth amid the growing volume of cyber fraud attacks requires extra steps to protect sensitive patient data and minimize fraud risk. At the same time, the consumer-driven world we live in demands a patient experience that is fast and easy. We recently sat down with Kyle Rao, founder, and president of Secure Medical, to get his perspective on how the company balances customer experience and fraud deterrence to make telemedicine a success.

You’ve provided telemedicine for nearly a decade. What are some of the challenges you’ve encountered along the way?

In the early years, our process for identifying patient identities was cumbersome. Patients were required to fax, mail, or electronically submit identification documents. This created significant setbacks because our physicians required documentation before communicating with the patient. Once we had the documents in hand, we cross-checked the address on the patient’s ID with the billing address on their credit card. If the addresses didn’t match, the patient was required to submit additional information, which made the process even longer. Needless to say, we didn’t have a good system in place.

We also had a problem with rising chargeback fraud, which happens when consumers deliberately steal from merchants by claiming legitimate purchases are fraudulent. The people committing chargeback fraud were becoming more brazen and, in many cases, would provide all the correct information, which checked out during our verification process, and still commit the fraud. It was as if they were unaffected by the consequences of committing a crime.

Those are significant challenges. How did you overcome them?

We knew the path forward required us to find a way to digitally verify patient identities and ensure onboarding was both secure and fast. We needed to prevent patients from using stolen data, ensure prescriptions ended up in the right hands, and at the same time, deliver an outstanding patient experience. As a healthcare provider, it’s also critical that we maintain compliance with industry regulations, protect our contracted physicians and reduce the risk for the business.

We discovered IDology in 2008 and right away, it eliminated the friction and accelerated our onboarding process. IDology does the heavy lifting for us by analyzing multiple layers of identity attributes like location, activity, device, and email to validate patient identities. Behind the scenes, it uses thousands of data sources to locate and identify individuals, which allows us to verify multiple aspects of a patient’s risk profile while removing effort and enhancing their experience.

With IDology verifying identities in the background, we’ve eliminated the long process of submitting documentation before a physician consult. We only escalate to another form of verification when IDology flags a patient. Today, onboarding legitimate patients are seamless and IDology ensures anything suspicious is put to the test. I can’t see why a telemedicine provider would put a patient through the trouble of submitting documentation when the process can be this secure and simple. 

You mentioned compliance is critical for Secure Medical. How do you maintain compliance in a digital environment?  

Having a reliable identity verification platform and process in place certainly helps us maintain compliance and protect personal health information (PHI). We require customers to verify their IDs using the IDology platform, in addition to confirming key identification information. Any inaccuracies are handled directly with the patient and their provider. Our security is fortified with a multi-layered approach to patient identity verification.

Recently, a government regulator employed to test the security services of online telemedicine providers attempted to place a prescription order as a minor. IDology flagged the patient and alerted us that we should escalate to another form of verification. I know of other providers that have had their merchant accounts revoked with major credit card companies because they failed a similar test. 

Additionally, our card fraud has decreased drastically and IDology has saved us millions in chargebacks. After implementing IDology, nearly all of our credit card fraud and attempted identity theft dropped and our chargeback rate decreased from 1 percent to .013 percent, almost immediately. 

What does the future hold for telemedicine and Secure Medical?

Today, over one million consumers have used our services for safe, secure, and discreet physician consultation services and FDA-approved medications through websites including and instant telemedicine healthcare through This year,

we will launch, a premium solution for pharmaceutical partners to provide affordable medication prices for everyone. Frictionless and secure identity verification will play a critical role in growing our business. 

Today and in the future, identity verification is incredibly important for safe, effective digital patient care. As the popularity of telemedicine grows and new players enter the market, the ability to provide a streamlined, safe and effective experience will be a key differentiator for Secure Medical. Without IDology, it would be impossible to establish the level of patient trust and long-term loyalty that is driving revenue and helping grow our business.