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A different kind of powder hits Vail

5:25 PM, Mar 19, 2011   |    comments
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"It was a very moving and scary experience. I was able to see my son and wife just before boarding the helicopter to Denver," Bentley, who considers himself lucky, said.

Back in February, Bentley was taking his last run of the day, which nearly became the last run of his life. Skiing with friends, the active 65-year-old was just reaching the bottom of the hill when he had a heart attack.

"I felt an intense pain right around my heart," Bentley said. "I never had any heart issues before."

Vail Ski Patrol had just started carrying a new powdered version of Aspirin called Urgent-Rx and quickly gave it to Bentley, a move he said went a long way in saving his life.

"They said, 'Open your mouth, we're going to dump this down your throat.' And I opened my mouth, and it was like a packet of sugar put it right in my mouth and it absorbed instantly," he said.

The product is designed to work fast. It's in a paper wrapper you can carry it in your wallet. All you have to do to use it is tear it open. You don't need water.

Urgent-Rx President and CEO Jordab Eisenberg says because it's a powder, it enters the blood stream a lot faster than the pill version.

"They work three times faster than pills and do not require liquid," Eisenberg said.

The Denver-based company is now sending the product to Vail Ski Patrol and Aspen because the easy to open packets are perfect for quick responses in difficult locations.

"Normally ski patrol would carry Aspirin pills which can be difficult to swallow or administer during a heart attack," Eisenberg added.

However, with the Aspirin product now hitting the shelves for consumers at a cost of $1.39 per packet, the hope is that more people will carry the powdered Aspirin just in case.

"You're 23-percent more likely to survive a heart attack if you take aspirin at the first sign of symptoms," Eisenberg said.

Just ask Bentley, who now carries the packets with him.

"I have it in my pocket and my wallet," he said.

After all, now nearly recovered, he's ready to get back to skiing with his son.

"I saw my cardiologist. He said you're good to go, so I'll be up skiing with my four-year-old tomorrow," Bentley said.

You can learn more about Urgent-Rx, and where to find, it at

(KUSA-TV © 2011 Multimedia Holdings Corporation)

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