Lifeline ID is basically in all intent and purposes, a medical ID. Information on the ID consists anything and everything of your own well being. For example, if you are on a bike ride with your friends, or in an event, you are not able to speak for yourself or simply unconscious, your friends or medical emergency personnel can use the information on your personal Lifeline ID to call your loved ones to inform them.
If there are other medical information on it such as allergies or medical conditions, the paramedics would be able to ascertain the right medical attention to you.
Detailed interview on Lifeline-ID here. Official Website at www.lifeline-id.com