Dr. Barry Friedberg, M.D. – Board Certified Anesthesiologist, and Champion of Anesthesia Patient Safety

Date Published: 
Sun, 2010-07-11

Dr. Barry Friedberg, M.D., Board Certified Anesthesiologist, and Champion of Anesthesia Patient Safety, public relations firms, public relations services, pr firmsFor nearly 10 years, anesthesiologist Dr. Barry Friedberg was a voice in the wilderness.

A noted physician, well published and quoted in textbooks, Dr. Friedberg has been an advocate of the use of brain monitors for patients undergoing general anesthesia. While it sounds like a sensible idea, he has spent hundreds of thousands of dollars with media companies and marketing advisors trying to promote his philosophy. He has even created a not-for-profit foundation to promote the message.

The hard part has been getting anyone to listen, because there is a great deal of preconceived notions that surround the use of the device. Many consumers think that a brain monitor is always used, when in fact, it is rarely – if ever – used in general circumstances. Moreover, there is a dearth of research that supports the need for one. Nonetheless, Dr. Friedberg pressed on, undaunted, because he knows the dangers for those who are given accidental overdoses of general anesthesia drugs during surgery – memory loss, dementia, delirium and even death.

The steep consumer educational curve, and a healthcare industry indifferent to his case because there is no definable crisis in the eye of many professionals, Dr. Friedberg came to EMSI as a last ditch effort to see if anyone could get him before the media to tell his story and change the minds of consumers and healthcare professionals alike.

“For the first time, I felt like someone finally got it,” he said. “I hate to think of all the money I spent on people that never booked me on a single show, all the advice I paid for that led nowhere, when these guys have been around for 20 years.”

Over the last two months, EMSI has booked Dr. Friedberg on his first interviews, including 15 radio shows, 10 TV shows, three print interviews and more than 100 article placements in print and online.

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