Barry L. Friedberg, MD, Predicts Rise of Cosmetic Enhancement Procedures in 2002, Despite 9/11 Terrorists Attacks and Recession.

Business Editors/Health & Medical Writers

NEWPORT BEACH, Calif.--(BUSINESS WIRE)--Feb. 12, 2002

Patients Reveal It is Way to Boost Spirits & Economy; Dr. Friedberg is Globally Recognized for Perfecting and Championing Technique to Vastly

Reduce Post Surgical Nausea, and Unnecessary Medication

A January 31st statistical analysis released by the American Academy of Cosmetic Surgery verifies that cosmetic procedures remain popular, and demand is staying high, despite the traumatic events of 9/11. "Neither terrorist attacks nor recession last year could slow America's demand for cosmetic surgery...that's the picture that emerges from the latest cosmetic surgery data," reports the Palm Beach Post (2/1) following the academy's annual scientific meeting held in South Florida last week.

Concurring with this conclusion is 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, who recently conducted his own coast-to-coast informal poll of cosmetic plastic surgeons and dermatologists and discovered that despite the September 11 tragedy, patients seeking cosmetic surgical enhancement is on the rise.

As reported by the American Society of Aesthetic Plastic Surgery recently, "In the aftermath of September 11, Americans will continue to reevaluate their priorities; some will focus on personal improvement and, perhaps for the first time, consider cosmetic surgery as an option."

Says Mark D. Epstein, MD, a New York-based plastic surgeon, "We anticipated a decrease in interest in cosmetic surgery secondary to the recent events of 9/11 and the subsequent economic recession. However, interest in cosmetic surgery on Long Island remains strong and in fact, our bookings for cosmetic surgery consultations increased substantially in the last three months of 2001 as well as the first quarter of 2002. One possible explanation is that as many people are not traveling, they are using their discretionary travel money for cosmetic enhancement procedures."

"Although it is too soon to have hard data to support this trend," says Dr. Friedberg, "The last few months have been incredibly busy, and just by looking at plastic surgeon's appointment books, it is obvious that this trend will continue well into the 2nd quarter of 2002. A common theme among my patients is that they feel they are both boosting their self-esteem and the economy by electing to have the cosmetic enhancement procedure that they have desired for so long, but didn't want to make the financial investment."

Dr. Friedberg outlines the following innovative and time-honored procedures patients are asking to receive:

-- Abdominal contouring procedures such as liposuction, tummy tuck, and
abdominal etching, in response to the current fashion rage of midriff-baring
tops and low-rise jeans

-- Cosmetic surgery of the buttocks, including lipoplasty for contouring of
full buttocks, and buttock augmentation for addition curves to flat buttocks

-- Breast augmentation, with all of its myriad approaches, continue to be high
on the request list

-- Surgical advances in face lifts underscore the demand for this procedure

A nationally recognized patient advocate, Dr. Friedberg is credited with pioneering an innovative technique for office-based cosmetic surgery that eliminates post-operative nausea and vomiting (PONV), recently launched is an important web site for patients - www.doctorfriedberg.com. Says Dr. Friedberg, "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."

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), a non-profit, international society dedicated to improving patient safety through education. SOBA includes anesthesiologists, CRNAs and dentist anesthesiologists. 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 five articles in peer reviewed journals on his technique. His original 1993 article has been cited in twelve subsequent peer reviewed journal articles and two textbooks in anesthesia. Dr. Friedberg is a frequent contributor to electronic discussion groups that include the SOBA (www.soba.org), and the Society for Ambulatory Anesthesia (SAMBA: www.sambahq.org) websites.

He has also lectured in the United States, Canada, the Dominican Republic, and Israel. His web address is www.doctorfriedberg.com. He may be reached by contacting Peggy C. Frank, president, Frank Public Relations, www.frankpr.com, 954/385-2128, or by email at [e-mail].