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Entrepreneurial Doctor Takes the Sting Out of Shots An entrepreneurial doc sets aside her own jitters to help quell the fears of others

By Gwen Moran

Opinions expressed by Entrepreneur contributors are their own.


While driving one day, Amy Baxter felt her steering wheel vibrate due to mechanical difficulty, leaving her hands numb. The sensation--or lack thereof--became a classic "aha" moment.

An M.D. specializing in pediatric emergency medicine, Baxter had been dealing with her young son's traumatic experience receiving vaccination injections. That day in the car, she hit upon the idea that vibration, combined with cold, might overwhelm nerve endings and allow for pain-free injections, helping patients with fear of needles. After a few informal and pain-free tests on her own kids using a medical device for testing neurologic reflexes and a bag of frozen peas from her freezer, she knew she was onto something.

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