PRESS RELEASE

FOR IMMEDIATE RELEASE

INNOVATOR DR. BARRY L. FRIEDBERG, CELEBRATES 10 YEARS AND 1000'S OF PATIENTS WHO HAVE BENEFITED FROM HIS 'PK' ANESTHESIA; ADVOCATES PATIENTS' RIGHT TO KNOW ANESTHESIA OPTIONS

Dr. Friedberg to Participate in Joint Anesthesia Group Meeting March 15, San Diego, CA --Society for Office Based Anesthesia, American Society of Dental Anesthesiology, and the Japanese Dental Society of Anesthesiology

NEWPORT BEACH, CA, MARCH 7, 2002 --- 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, challenges anesthesiologists to add the propofol ketamine (PK) technique to their anesthesia tool kit so that cosmetic surgery patients everywhere can benefit. The month of March marks 10 years since Dr. Friedberg pioneered this innovative technique for office-based cosmetic surgery that eliminates the most common side effects of surgery - post-operative nausea and vomiting (PONV).

Dr. Friedberg will be joining his colleagues at the joint anesthesia meeting, March 15, 2002 in San Diego --- Society for Office Based Anesthesia (SOBA), American Society of Dental Anesthesiology, and the Japanese Dental Society of Anesthesiology.

"Ten years ago I developed the PK technique, now used by many members of the Society for Office Based Anesthesia (SOBA) throughout the United States, Canada, Australia, Japan and England, so that cosmetic surgery patients could enjoy a safe and PONV free experience - and it works amazingly well," says Dr. Friedberg. For maximum results, Dr. Friedberg has adopted the use of the Bispectral Index™ (BIS™) 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.

A clinical instructor in Anesthesia at the University of Southern California, Los Angeles, Dr. Friedberg adds, "As I celebrate 10 years of unparalled success, I challenge other anesthesiologists to embrace this technique. We are a society of knowledgeable consumers who deserve to know their anesthesia options when electing a cosmetic surgery procedure, and this is an option that should be available. As a patient advocate, I encourage patients to know their anesthesia options, -- you, your surgeon, and your anesthesiologist should partner together to ensure that you have the best possible experience and outcome." Dr. Friedberg recently launched an important web site for patients - www.doctorfriedberg.com.

Typical of Dr. Friedberg's patients' feedback: "The experience was amazing and I cannot believe how fast and comfortably I recovered. You are a master at what you do," says Denise Morris.

Explaining the PK plus BIS technique, Dr. Friedberg explains, "The bispectral (BIS) index monitor (Aspect Medical Systems, Inc., Newton, MA, 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 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), 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.