1st LINE ONCOLOGY - PERCEPTION AND REALITY COMBINE TO MAKE THIS HIGH TECH RADIATION CENTER A LEADER IN THE NEW PATIENT CARE MOVEMENT

South Florida Cancer Clinic led by visionary physician Edward J. Kaplan, MD proves that life-saving treatments can be given in surroundings known to aid in the recovery of ill patients. COCONUT CREEK, FL (July 17, 2009) - 1st Line Oncology, a next-generation radiation therapy center, has unveiled what is destined to become the model cancer care facility. The center, at 4848 Coconut Creek Parkway, in Coconut Creek, FL, is led by Board Certified Radiation Oncologist, Edward J. Kaplan, MD. The facility is so avante-garde that some final touches are still being customized for it, and these are expected to become so popular that a national roll-out is being contemplated. Exact details are not yet being revealed. "A cancer diagnosis catches most people off-guard, and can be overwhelming. Most people have no familiarity with the disease, let alone the terminology used to describe it, or the often times confusing options offered to them," said Dr. Kaplan. "Our patients normally visit weekdays, often for weeks at a time, while they are receiving their radiation treatments. So we made a concerted effort to let them stay focused on getting better rather than worrying about selecting the right medical team. From the moment they enter our door, our patients know that they have come to the right place." 1st Line Oncology is the brainchild of Dr. Kaplan, who says he could not have done it without the freedom to build the center from scratch, rather than retrofit an already existing facility. "The way you're treated makes all the difference." Every element in the center was chosen with the patient in mind, from its name, which is meant to inspire confidence and purpose, to its spa feel and the latest technology - from the cappuccino maker all the way to the linear accelerator. About the Technology - Beyond State-of-the-Art 1st Line Oncology's all-digital Elekta Synergy radiation therapy unit is the hi-def version of radiotherapy equipment. It is the most advanced linear accelerator on the market today, bar none, and has capabilities that no tube-based Varian unit can match. While its suite of image-guidance tools is the most sophisticated available, virtually assuring precision targeting of patients' cancers, the center is anxiously awaiting FDA approval of Elekta's futuristic treatment software that promises to speed treatments and trim the amount of radiation necessary to destroy a tumor. The facility is relying on the FDA to give the green light for its next upgrade. Doctor Kaplan is proud of the fact that his hand-picked staff, selected as much for their compassion and empathy as for their expertise, received rave reviews from their proctors, who monitored and certified their performance during the center's launch. "This speaks to the teamwork and dedication among all the folks here that make our center a success." About the Center - Designed with Healing in Mind Upon entering the facility, patients sense that they may have ventured into a luxurious spa by mistake. When he designed the layout, that perception is exactly what Dr. Kaplan envisioned would be his patients' first reaction. Soothing colors combined with its sleek design, the antithesis of the cold, sterile feel of a traditional cancer center, are part of a new movement in using the environment as part of the healing process. 1st Line Oncology features a deluxe waiting area equipped with patient conveniences including complimentary WiFi Internet access, large flat-screen televisions, an elegant coffee and espresso maker, push-button doors, wheelchair accommodations, and wonderful seating that one could easily imagine seeing in a trendy hotel lobby in South Beach or LA. Hands-free sinks and towel dispensers are another reflection of the center's emphasis on wellness and prevention. The center also pitches in for the planet in an effort to "go green" by pioneering and showcasing a paperless and filmless workspace. About Dr. Kaplan - Applying Skills and Vision to Solutions for his Patients Doctor Edward J. Kaplan has more than 20 years experience in the medical field, and has made strides in oncology that stretch well beyond his expertise in radiation oncology. This physician has single-handedly developed a patented chemotherapy treatment that was recently recognized by the State of Florida for its potential merit as a recipient of research funding by the National Cancer Institute. The therapy, which Kaplan has dubbed entotherapy, involves the placement of cupcake sprinkle-sized absorbable plastic seeds directly into cancers. The first prototype seeds will be intended for use in brain tumors, where there is a desperate need for better interventions. An extension of his intellectual curiosity and passion for the wellbeing of his patients was Dr. Kaplan's mission to create the finest cancer center in Broward County. In so doing, the result was what has been called the finest cancer center in the state, and perhaps the entire southeastern United States. In addition to leading 1st Line Oncology, Dr. Kaplan is a member of the American Society for Radiation Oncology, the American Society of Clinical Oncology, the American Brachytherapy Society, the American College of Radiology, the American Medical Association, the Florida Medical Association, and the Broward County Medical Association. For more information on 1st Line Oncology and Dr. Kaplan, visit www.1stLineOncology.com or call 954.379.4848. About the Location - Poised for Growth 1st Line Oncology is in Strada, an Italian Renaissance Commercial Village with easy access from all points in the area. Still under development, Strada will feature several buildings with opportunities for office spaces, restaurants, lodging facilities, and more, all dedicated to medical practitioners and commercial businesses. For additional information on Strada or leasing information on other office units available in the 1st Line Oncology building, please contact Diversified Realty Development, Inc. at 954.489.2724.