providers, compared to just five in 2010. in this document, the f.b.i. cited the industry's lack cyber- security standards and said they were being targeted for a list of reasons. jim trainor is second in command at the f.b.i.'s cyber division. >> one was the-- kind of the shifting of records from paper to digital format, which creates the opportunity now for cyber criminals to obtain and go after these records. >> reporter: the f.b.i. also warned on the black market criminals will now pay much more for personal health information called p.h.i. >> credit cards can be, say, $5 or more, where p.h.i. records can go from $20-- we've seen it going higher, $60, $70. >> reporter: the data is so valuable because it can be used to build a strong fake identity or sold to criminals for insurance and billing scams. dr. robert wa is the president of the american medical association. >> if you lose your credit card, we all know you call 1-800-i