How Law Firms Use Facebook and Other Data to Track Down Medical Victims

For ambulance chasers, persistence and a phone book just don’t cut it anymore. Law firms, which once relied on television commercials, billboards, and cold calling numbers in the white pages to find plaintiffs for medical lawsuits, have begun to embrace technology. To locate their ideal pharma victims more quickly and at lower costs, they're using data compiled from Facebook, marketing firms, and public sources, with help from digital bounty hunters like Tim Burd.

Burd is a devoted practitioner of the art of sales. His Skype username begins with the phrase made famous by Glengarry Glen Ross, a play about desperate real estate salesmen: “Always be closing.” As chief executive officer of DigitizeIQ, Burd feeds demographic data from the U.S. Centers for Disease Control and Prevention into general marketing tools offered by Facebook to identify people most likely to be exposed to a particular drug or medical treatment. For example, Burd was hired for a lawsuit claiming a medical device used in hysterectomies, known as a laparoscopic power morcellator, causes ovarian cancer to spread in patients. The CDC says women over 55 are most likely to contract that kind of cancer. Burd says CDC data are especially powerful in combination “with Facebook, which is why we love it so much, because there's ovarian cancer support groups and stuff like that. So we target women in the country over the age of 55 that ‘like’ an ovarian cancer support group. That's a pretty targeted demographic.”