Rise Interactive Facing Class Action Over Data Breach Affecting Over 50K Edgepark Medical Supplies Patients [UPDATE]

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Rise Interactive Media & Analytics faces a proposed class action over a 2022 data breach that compromised personal and health information of 54,509 patients of Edgepark Medical Supplies.

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The 25-page lawsuit alleges Rise, which provides digital marketing for medical supplies company Edgemark, is to blame for the cyberattack due to its failure to employ reasonable cybersecurity measures to protect consumers’ sensitive data.

According to the suit, an unauthorized individual hacked Rise’s systems on November 14 of last year and accessed confidential files containing consumers’ data. On December 2, Rise learned that one of those files included Edgepark’s patient information, including their names, email addresses, phone numbers, provider information, diagnoses, expected delivery dates and health insurance details, the filing says.

The complaint stresses that consumers’ sensitive data was in the hands of cybercriminals for approximately three months before Rise and Edgepark informed them of the incident around February 10, 2023.

“Notably, neither Rise’s notifications nor Edgepark’s notification letters give greater specificity as to how this information was stolen nor what steps Rise has taken to prevent future use,” the suit reads.

Per the case, it remains unclear how Rise received access to customers’ health insurance information or why access to such data is necessary to perform its digital marketing services, especially since Edgepark’s privacy policy states that it “must obtain your permission prior to using your Protected Health Information for purposes that are considered marketing under the HIPAA privacy rules.”

The plaintiff, a South Carolina resident, says Rise sent her a letter on February 15 that stated that her information was accessed and exposed during the breach. Like other victims, the woman now faces a present and imminent lifetime risk of identity theft and must vigilantly monitor her accounts for signs of fraud, the filing says.

In fact, the plaintiff learned in late December 2022 or early January 2023 that an unknown individual had attempted to fraudulently fill a prescription using her health insurance, indicating that the woman’s information had already been traded on the dark web, the case relays.

Ultimately, the filing contends that Rise “had obligations created by contract, industry standards, common law, and public representations made to Plaintiff and Class members, to keep their [sensitive personal information] confidential and to protect it from unauthorized access and disclosure.”

The lawsuit looks to cover anyone in the United States whose personal information was compromised in the data breach announced by Rise Interaction Media & Analytics on or about March 1, 2023.

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