Barry L. Friedberg, MD, Launches www.doctorfriedberg.com to Help Patients Learn Their Cosmetic Surgery Anesthesia Options.

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NEWPORT BEACH, Calif.--(BW HealthWire)--Aug. 9, 2001

Dr. Friedberg is Globally Recognized for Perfecting and

Championing Technique to Vastly Reduce Post Surgical

Nausea, and Unnecessary Medication

Barry L. Friedberg, MD, a globally recognized leader in the field of Anesthesia and provider of innovative care for the discriminating cosmetic surgery anesthesia patient, announced today the launch of his web site, http://www.doctorfriedberg.com, where he shares his vision for innovative elective office-based cosmetic surgery anesthesia. For the past decade, Dr. Friedberg has been considered a forward-thinking visionary and the driving force behind highly evolved office-based anesthesia.

Credited with pioneering an innovative technique for office-based cosmetic surgery that eliminates post-operative nausea and vomiting (PONV), Dr. Friedberg, says: "This is an important web site for patients. You may be considering an elective cosmetic surgery procedure and feel overwhelmed by the many questions you have about the procedure. One of the often-overlooked areas that you as the patient have the right to understand thoroughly is your anesthesia options."

Dr. Friedberg continues: "I encourage patients to be empowered, that is, be well equipped to know your options so that you can be proactive. You, your surgeon, and your anesthesiologist should partner together to ensure that you have the best possible experience and outcome."

Charles E. Laurito, MD, president, Society of Office Based Anesthesia (SOBA), says: "Dr. Friedberg is a wizard at providing anesthesia for patients undergoing cosmetic surgery. His propofol ketamine technique has revolutionized the field. He has taken the field of office based anesthesia to a new high level of patient care."

The site is complete with Dr. Friedberg's credentials, background on how patients benefit from his PK technique, published peer-reviewed and academic journal articles which he has authored, and frequently asked questions about the anesthesia technique, which he advocates. For maximum results, Dr. Friedberg has adopted the use of the Bispectral Index(TM) (BIS(TM)) monitoring to the combination of propofol ketamine anesthesia. The BIS monitor improves accuracy of dosing (propofol), saving 20 percent of unnecessary medication, resulting in less depression, less risk, improved safety, and ultimately speeding recovery from anesthesia, saving many dollars in wasted anesthetic.

Explaining the technique, Dr. Friedberg explains: "The bispectral index monitor (Aspect Medical Systems(TM), Inc., Newton, MA, http://www.aspectms.com) plays a crucial role by measuring the safe range of propofol at which the ketamine can be given. Ketamine produces a brief, dissociative condition during which the surgeon can inject local anesthesia for the planned surgery without hurting the patient. Using this unique approach for office-based anesthesia eliminates the need for opioid medications like morphine, Demerol or fentanyl. Without the opioids, the unpleasant problem of postoperative nausea and vomiting (PONV) after anesthesia is essentially eliminated."

ABOUT BARRY L. FRIEDBERG, MD

For the past decade, Barry L. Friedberg, MD, a Stanford trained, board certified Anesthesiologist in Corona del Mar, CA, has practiced exclusively in the subspecialty of office-based cosmetic surgery anesthesia. He is the founder of the Society for Office Anesthesiologists (SOFA) which merged with the Society for Office Based Anesthesia (SOBA), another non-profit, international society dedicated to improving patient safety through education.

Dr. Friedberg is the developer of propofol ketamine (PK) technique. Many members of SOBA throughout the United States, Canada, Australia, Japan and England are enthusiastically using his PK technique in their practices. Dr. Friedberg has published several articles in peer-reviewed journals on his technique. Mindful that half of all published articles are never subsequently referred to, his original 1993 article has been cited in twelve subsequent peer reviewed journal articles and one surgery and three anesthesia textbooks.

Dr. Friedberg is a frequent contributor to electronic discussion groups that include the SOBA (http://www.soba.org), and the Society for Ambulatory Anesthesia (SAMBA: http://www.sambahq.org) websites. He is a clinical instructor in Anesthesia at the University of Southern California in Los Angeles. He has also lectured in the United States, Canada, the Dominican Republic, and Israel. He may be reached by contacting Peggy C. Frank, president, Frank Public Relations, 954/385-2128, or by email at [e-mail].

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