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Comparative ads DTC inevitability

October 1st, 2007

Title: Comparative ads DTC inevitability ,  By: Thomaselli, Rich, Advertising Age, 00018899, 10/13/2003, Vol. 74, Issue 41

Section: Special Report

Power Players



Category killer: As established brands build profits, foes see openings

Comparatively speaking, the relatively short shelf life of pharmaceutical direct-to-consumer advertising really hasn’t gone down the path of pitting product vs. product. Until now.

Comparative ads are emerging as a trend in DTC marketing. Marketers of cholesterol-reducing statins appear poised to use the tactic, and rivals in the field of reversing erectile dysfunction have already started using comparative claims.

Comparative ads are “part of the advertising nomenclature that’s been going on forever,” says Andrew Schirmer, managing director of McCann HumanCare, New York, part of Interpublic Group of Cos.’ McCann-Erickson Worldwide.

Mr. Schirmer was the lone ad agency representative to speak last month at the Food & Drug Administration’s public hearings on DTC advertising, and he says consumers are familiar with comparative advertising, citing commercials that featured the “cola wars,” Jif vs. Skippy peanut butter and telephone long-distance servers.


STATIN STRUGGLE

Statins accounted for $19 billion in sales in 2002 thanks to Pfizer’s Lipitor, the world’s biggest-selling drug in any category; Merck & Co.’s Zocor; and Bristol-Myers Squibb Co.’s Pravachol. AstraZeneca’s Crestor hits the market later this year with a $50 million ad splash via WPP Group’s Quantum Group, Parsippany, N.J.

On the horizon: the 2005 introduction of the combination medication Zocor-Zetia. Many analysts believe this drug, co-marketed by Merck and Schering-Plough Corp., will loosen Lipitor’s firm grip on the cholesterol market. To counter that, Pfizer is conducting research and trials on combining Lipitor with one of its cardiovascular drugs, Norvasc.

Many believe that comparative DTC advertising is inevitable, and it’s already happening in the erectile dysfunction category.

For five years, Pfizer’s Viagra was thesole player in that ball game. But in August, Bayer and GlaxoSmithKline introduced Levitra with a $60 million campaign that included an $18 million sponsorship with the National Football League. Quantum Group also handles Levitra.

Levitra’s claim in some of its ads, focusing on how quickly the drug works, were in direct competition to Viagra. Pfizer responded with a series of print ads from Omnicom Group’s Cline Davis & Mann, New York, driving home the point that Viagra was safer, more effective and has been on the market longer.

Yet another ED drug will hit the market when Cialis, from Eli Lilly & Co. and Icos, becomes available later this year. Cialis is also expected to use comparative advertising. It claims to last longer than its rivals-in some cases up to 36 hours. Grey Global Group’s Healthy Grey will create advertising for Cialis.

Cialis is already available in Europe. Last month, German urologist Hartmut Ports released preliminary results from an ongoing study in which he switched 226 of his patients from Viagra to Cialis and asked which drug they preferred. A 3-1 margin chose Cialis.

While Mr. Schirmer says the “potential” exists for more comparative ads, others say the ultimate decision still comes down to the physician. “The only way DTC works is to get them to … see the doctor,” says Dr. Neal Masia, Pfizer director of economic policy.

PHOTO (COLOR): Star power: Mike Ditka joins the Levitra team.

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By Rich Thomaselli


Copyright of Advertising Age is the property of Crain Communications Inc. (MI) and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Advertising Age, 10/13/2003, Vol. 74 Issue 41, pS-10, 1p

Love Potions

October 1st, 2007

Title: Love Potions ,  By: Song, Sora, Time Canada, 03158446, 2/9/2004, Vol. 163, Issue 6

Section: Love, Sex & Health


Sex may be a natural act, but for the millions who suffer from sexual dysfunction, it ran be vexingly unattainable. Below, a guide to some of the medical treatments available for what ails our libidos:


OPTIONS



PRESCRIPTION THERAPIES



MEN

  • Viagra, Levitra and Cialis : All these drugs work the same way, by relaxing smooth-muscle cells and widening blood vessels, primarily in the penis. Cialis stands out as particularly long-acting–up to 36 hours, compared with four or five hours for the others
  • Testosterone: For men who don’t produce enough, patches (Androderm, Testoderm) and gels (Androgel) deliver extra hormone through the skin
  • Alprostadil: This vasodilating drug can be self-administered as an injection (Caverject) in the penis or inserted into the urethra as a suppository (MUSE


NONPRESCRIPTION THERAPIES

  • Ginkgo biloba: Better known as a memory enhancer, this herb is believed by some to improve blood flow to the body, including the penis. Conclusive scientific proof is lacking
  • Ginseng: In the lab, ginseng has been shown to release nitric oxide, but there’s no evidence to suggest that it improves erectile function
  • L-arginine: This naturally occurring amino acid is precursor to nitric oxide and is believed to improve the flow of blood to the genitals


DEVICES

• Penile prostheses: These surgically implanted devices are still used by men who, for medical or physical reasons, don’t respond to drugs


WOMEN



PRESCRIPTION THERAPIES

  • Testosterone: Doctors prescribe the hormone in lower doses than typically used for men, though in the U.S. it’s not government-approved for this use. Women can also take under-the-tongue drops specially formulated by pharmacies or use patches and gels
  • Estrogen: Tablets (Vagifem), creams (Estrace, Premarin) and a silicone ring (FemRing) inserted into the vagina release estrogen to alleviate such symptoms of menopause as vaginal dryness
  • Viagra and Levitra: Initial trials are disappointing, but the drugs appear to work for some women


NONPRESCRIPTION THERAPIES

  • Avlimil: The pill contains various plant leaves and roots and is touted as the female Viagra, but experts question its effectiveness
  • Zestra: A botanical-oil lotion applied to the genitals can create a tingling sensation and enhance orgasm (breath mints or a few drops of Binaca on your partner’s tongue during oral sex do the same)
  • XZITE: A daily capsule, manufactured in Marina del Rey, Calif., containing Chinese plant bark, flowers and roots, which doctors at UCLA’s Female Sexual Medicine Center say works for many of their patients


DEVICES

• Slightest Touch: UCLA doctors express high hopes for this device, which uses a set of electrodes to stimulate nerve pathways

~~~~~~~~

By Sora Song


Copyright of Time Canada is the property of Time Inc. and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Time Canada, 2/9/2004, Vol. 163 Issue 6, p55, 1p

News you can use in brief

October 1st, 2007

Title: News you can use in brief ,  By: Danyliw, Norie Quintos, Melton, Marissa, Beddingfield, Katherine T., Stern, Daniel, Hammel, Sara, U.S. News & World Report, 00415537, 05/18/98, Vol. 124, Issue 19




HEALTH

Tensions are high among health care providers trying to figure out how and whether to compensate their clients for Viagra. Cigna HealthCare, Blue Cross and Blue Shield, and United Healthcare have all set temporary policies that cover six to 12 pills per month; others, like Aetna U.S. Health Care, are still deliberating. One company reportedly estimated unlimited coverage would run $100 million per year, putting providers in the uncomfortable position of limiting the medication–and clients’ sex lives. But if you can pay more, you can play more. “Most of our members,” says Beverly Hayon of Kaiser Permanente, “don’t seem to have a problem with paying for it themselves.” Many companies hope to have a definitive policy in place by June.

Marissa Melton


Europe on the fly



TRAVEL

So you’ve got that bargain fare across the Atlantic locked up, but you’re still considering how best to crisscross the Continent? The new EurAir Pass lets travelers fly on any of nine (mostly smaller) airlines to more than 50 cities in 18 European countries for $90 a flight. You must buy a minimum of three flight coupons (purchase before leaving the United States), but no other restrictions apply–no blackout dates, no penalty for changes or devising an itinerary as you go. The greatest number of flights will be available to destinations like London, Brussels, Milan, and Madrid on carriers such as Virgin Express, AirOne, and Spanair. Long hops between those cities are the best deal. Some cities aren’t covered (Paris is one), but EurAir expects more carriers to sign on soon. Call (888) 387-2479 or visit www.eurairpass.com for details.

Katherine T. Beddingfield


Liquor lock



HOME

Like the Club for cars, Bottle Cop ($14.95; 800-544-0252) protects against theft–in this case, liquor bottle break-ins. Place the cap over the bottle, insert and turn the key, and your best brandy is safe from teens, baby sitters, and other unauthorized users. Adhesive pads customize the fit for most bottle types.

Daniel Stern


A healthy sweat



SCIENCE

Spending your golden years in a warm climate might be good for your health. Researchers at the University of Delaware found that when given a choice, elderly rats infected with disease sought out hot spots (about 100 degrees Fahrenheit). The heat induced fever–an important weapon in fighting infection.

The findings are preliminary, but Evelyn Satinoff, chairperson of the university’s Department of Psychology, says that doctors could one day advise elderly patients battling infections to “put on a sweater and go where it’s warm.” Florida, anyone?

Sara Hammel

PHOTO (COLOR): Air travel within Europe just got cheaper

ILLUSTRATIONS

~~~~~~~~

Edited by Norie Quintos Danyliw Pay to play


Copyright of U.S. News & World Report is the property of US News & World Report and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: U.S. News & World Report, 05/18/98, Vol. 124 Issue 19, p77, 1p

FACILITATING SEXUAL HEALTH: INTIMACY ENHANCEMENT TECHNIQUES FOR SEXUAL DYSFUNCTION

October 1st, 2007

Title: FACILITATING SEXUAL HEALTH: INTIMACY ENHANCEMENT TECHNIQUES FOR SEXUAL DYSFUNCTION ,  By: Southern, Stephen, Journal of Mental Health Counseling, 10402861, Jan99, Vol. 21, Issue 1


Technological advances afford opportunities for reclaiming sexual functioning, even among individuals with chronic illness or devastating injury. However, medical advances cannot insure that sexual outlet will facilitate intimacy in a committed relationship. Sex therapy, based on the pioneering work of Masters and Johnson, addresses dysfunction in an essential relational context. This article provides an overview of treatment strategies for promoting sexual health.

As we move toward the 21st century, technological advances afford opportunities for nearly everyone to enjoy a satisfying sex life. For example, individuals with devastating spinal cord injuries can learn to reclaim the experience of orgasm, which can be verified by PET and MRI findings, even in the absence of genital sensation (Whipple, Gerdes, & Komisaruk, 1996). Recently, the introduction of an oral medication for erectile dysfunction (sildenafil citrate or Viagra) provided hope for thousands of men and their partners, yet catalyzed the recurrent debate regarding the benefits and limitations of a quick fix for sexual problems (Bancroft, 1990; Tiefer, 1986). Breakthroughs in technology and advances in medicine cannot insure that sexual outlet will facilitate intimacy in a committed relationship.


SEX IS A NATURAL FUNCTION

This statement represents the cornerstone of sex therapy pioneered at Masters & Johnson Institute. The goal of any effective treatment of sexual dysfunction involves removing the roadblocks to the natural expression of sexuality within an intimate relationship. These roadblocks may be organic or psychogenic. Yet, ultimately, sexual health should be defined in the context of facilitating intimacy in an ongoing relationship.

Intimacy is a core component of love. The word intimacy has depth in its very meaning. It was originally derived from the Latin intimus meaning “inner” or “inmost.” The French intime signifies “deep, fervent, ardent.” The Italian intimo means “close” or “innermost.” The derivation of intimacy indicates there is an internal, emotional experience by which each partner is drawn close to the other. Sexual intercourse is a powerful symbol of the loving embrace of intimacy.

When individuals experience difficulty in sexual functioning, they tend to avoid opportunities for physical and emotional closeness (McCarthy, 1997; Moret, Glaser, Page, & Bergeron, 1998). Sex therapy techniques can be used not only to remove roadblocks linked to specific sexual disorders, but also to strengthen intimacy in committed relationships. Although the “medicalization” of sexual dysfunction treatment has resulted in underemphasis of dyadic issues (Ackerman & Carey, 1995; Tiefer, 1986), classic models of sex therapy (e.g., Kaplan, 1979; Masters & Johnson, 1970) and more contemporary approaches (Barbach, 1997; Rosen & Leiblum, 1995; Schnarch, 1997; Schwartz & Masters, 1988) focus on the centrality of couple intimacy enhancement. In the case of erectile dysfunction, sex therapy outcome has been associated with improvement in dyadic communication, expression of affection, and support for partner adjustment (Hawton, Catalan & Fagg, 1992).

The purpose of this article is to provide a brief overview of intimacy enhancing treatment approaches for selected sexual dysfunctions. Some attention is devoted to recent advances in sexual medicine. However, the present overview is offered to counterbalance the medicalization of sexual health by emphasizing the importance of relational intimacy in disrupting syndromes of sexual dysfunction.


TYPES OF SEXUAL DYSFUNCTION

If intimacy is the goal of sexual health, then the relationship is the major unit of analysis in the assessment or treatment of sexual dysfunction (Hirst & Watson, 1997; McCabe, 1997; Masters & Johnson, 1970). In the 1970s, when the profession of sex therapy was growing rapidly in acceptance, roadblocks to natural sexual functioning were viewed almost exclusively as emotional or relational in nature. Ninety percent of sexual dysfunction cases were treated as psychogenic in origin (Kaplan, 1983; Wincze & Carey, 1991). Today, etiology in most cases is determined to be organic, primarily because enhanced technology permits the identification of subtle anatomical and physiological features It is likely that almost all cases of sexual dysfunction involve mixed etiology with psychogenic and organic factors (Burvat, Burvat-Herbaut, Lemaire, Marcolin, & Quittelier, 1990; Kaplan, 1983; Kellett, 1995). Although medical treatments are available, they do not necessarily address psychogenic factors or automatically contribute to intimacy. Thus, sex therapy remains an important component in the assessment and treatment of sexual dysfunction in men and women.

Assessment of sexual dysfunction involves ideally a treatment team committed to facilitating sexual health in an intimate relationship. Sexual medicine clinics (Kellett, 1995; Melman, Tiefer, & Pedersen, 1988; Renshaw, 1988; Verma, Khaitan, & Singh, 1998) include physicians and mental health professionals who possess specialized training and experience in the diagnosis and treatment of sexual problems. According to the sexual health model, there are two domains of assessment–the individual and the relationship (McCabe & Cobain, 1998). Some cases of sexual dysfunction seem to be related primarily to individual factors (e.g., vascular erectile dysfunction), while other cases are clearly relational in nature (e.g., sexual desire discrepancy). There are emotional and biological features among the many individual and relational factors in sexual dysfunction.

Comprehensive evaluation of sexual dysfunction can be tailored to the presenting problem. Particular disorders for males and females exist in each of the phases of the sexual response cycle, which consists of desire, arousal, orgasm, and resolution.

The types of dysfunction identified in the table include some conditions described in the Diagnostic and Statistical Manual of Mental Disorders (4th ed.) (American Psychiatric Association, 1994). The table includes some types or classifications recognized in clinical sexology practice (e.g., Kaplan, 1983; Wincze & Carey, 1991). The various dysfunctions may be considered either primary (lifelong) or secondary (reflecting an acquired problem often caused by another condition). In addition, some of the types are generalized, occurring across sexual situations and partners, or situational, applying only to particular settings or partners.

Each of the types of sexual dysfunction has specific diagnostic criteria. The types can be briefly described as follows. Hypoactive sexual desire refers to persistent or recurrent lack of sexual fantasy or desire for sexual activity. Sexual aversion includes persistent or recurrent avoidance of sexual outlet due to distress associated with potentially sexual stimuli. In some relationships, there is a significant difference in desire for sexual outlet, leading to frustration or discomfort for one or both partners. Sexual desire discrepancy is encountered frequently in marital and sex therapy (Beck, 1995; Kaplan, 1979; Lobitz & Lobitz, 1996; MacPhee, Johnson, & van der Veer, 1995; Schwartz & Masters, 1988; Southern, 1985).

Sexual compulsivity is a term coined by the Masters & Johnson Institute to account for hyperactive sexual fantasy and behavior, which produces adverse physical, emotional, and social consequences (Carnes, 1983, 1996; Cooper, 1998; Schwartz, 1996). The general domain of sexual compulsivity may contain paraphilias, or conditions in which sexual interest and preferred or exclusive sexual outlet is associated with a variant or unusual object, partner, or activity (e.g., cross-dressing or transvestic fetishism) (Abel & Osborn, 1992; Abel & Roleau, 1995; American Psychiatric Association, 1994; Moser, 1992). Any of the desire phase disorders can interfere with pursuit of intimate, partner-oriented sexual expression.

Erectile dysfunction includes a number of conditions in which there is difficulty attaining or maintaining sufficient erection (e.g., 70% of full erection) for penetration. The rigidity of erection varies significantly over time and may be affected by a number of situational and chronic conditions. Thus, it is useful to relate the condition to inability or difficulty in completing satisfying intercourse. There are hormonal, neurological, and vascular causes of erectile dysfunction (Burvat et al., 1990; Rowland & Slob, 1995). In addition, performance anxiety and “spectatoring,” or becoming a worried observer of sexual functioning, contribute significantly in the etiology of erectile dysfunction. This condition has been called impotence , a term with many negative and shameful connotations. Sexual arousal disorder occurs in the female when there is difficulty with lubrication or vasocongestion of the labia and clitoris. Similar to erectile dysfunction, female sexual arousal disorder may be associated with hormonal, vascular, and neurological conditions (Palace, 1995; Read, 1995). Labels such as “ impotence ” and “frigidity” are seldom used in professional settings; however, they are still in common usage in the general public.

Orgasm phase disorders are caused by organic and psychogenic factors. Problems with orgasm (including retrograde ejaculation in which semen is directed into the bladder rather than the urethra) may be secondary to diabetes. Inhibition of orgasm is a side effect of some medications, especially Prozac (fluoxetine hydrochloride) and other serotonin reuptake inhibitors (Ashton, Hamer, & Rosen, 1997; Seagraves, 1998). While arousal phase disorders are linked primarily to stress and anxiety, disorders of orgasm can be conceptualized as difficulty in “letting go” or facilitating the pleasurable sensations of the plateau stage of arousal. Orgasm is a reflex that will occur after an individually determined level of mental and physical stimulation. Individuals who try to maintain excessive control over the environment may have trouble experiencing orgasm (Anderson & Cyranowski, 1995; Byrne & Schulte, 1990; Heiman & LoPiccolo, 1988; Rosen & Leiblum, 1995).

Delayed ejaculation refers to difficulty in attaining orgasm, especially in the context of partner-oriented sexual activity (Apfelbaum, 1989). Some males have never experienced a climax (i.e., ejaculatory incompetence). Other males believe that they climax too quickly. The determination of rapid ejaculation (usually called “premature ejaculation”) almost always involves subjective estimates from the male and his partner about the desired duration of intercourse. Thus, relational factors play a critical role in the assessment and treatment of this dysfunction (McCarthy, 1994; Spector & Carey, 1990).

Only 40% to 50% of females are regularly orgasmic during intercourse (Masters & Johnson, 1970). The “missionary position” or “male superior” position seems to be ill-suited for stimulating the female. Many women are at least situationally anorgasmic, depending upon certain setting and partner variables. If a woman has never experienced an orgasm by any means, then she may have inhibited female orgasm. The current popular term for the condition is “preorgasmic,” suggesting that every woman has the right to realize this natural sexual function (Heiman & LoPiccolo, 1988).

Few classification systems include resolution phase disorders. Yet, if sexual compulsivity is accepted as a valid dysfunction, then it is clear that this condition extends into the resolution phase of the sexual response cycle. Ordinarily, when a male experiences ejaculation, he loses much of his erection and additional stimulation of the penis is considered neutral or aversive. Masters and Johnson (1966,1970) described the refractory period in which there is a gradually increasing period of time (or latency) between the last climax and arousability or interest in another sexual outlet. While females have the potential for multiple orgasms, in general, there is an identifiable period of time in which additional stimulation is not wanted.

The resolution period is also important in terms of bonding or attachment between loving partners (Anderson & Cyranowski, 1995; Lobitz & Lobitz, 1996). According to the sexual health model advocated in this article, in which intimacy is the primary goal, the resolution phase affords opportunity for sharing physical and emotional closeness, warm communication, and mutual respect. Whenever sex is mechanical, compulsive, or abusive, there is no intimacy. For example, the resolution of sexual intercourse may feel like one partner has used the other for masturbation. Sexual health should take into consideration the emotional components of loving partners. Intimacy dysfunction refers to a class of conditions in which sex is solitary, compulsive, or abusive to oneself or one’s partner.

Pain may occur at any point in the sexual response cycle. Obviously, pain is incompatible with pleasure and intimacy in the ongoing sexual experience. Dyspareunia occurs in both males and females. The condition is associated with pain or discomfort in the genitals, which may be a function of organic or psychogenic factors (Meana & Binik, 1994; Steege & Ling, 1993). A related conditions in females, vaginismus, involves involuntary contraction of the circumvaginal muscles such that penetration is difficult or impossible. (Read, 1995). Vaginismus is encountered among survivors of sexual abuse (Leiblum, Pervin, & Campbell, 1989). In fact, much sexual dysfunction in males and females can be related to neglect or abuse in childhood, including lack of sex information, sex negative attitudes, and poor family boundaries (Kinzl, Mangwerth, Traweger, & Biebl, 1996; Kinzl, Traweger, & Biebl, 1995; Sarwer & Durlak, 1996; Wilsnack, Vogeltanz, Klassen, & Harris, 1997).

As individuals learn more about natural sexual functioning, they are able to make sexual choices that foster intimacy in committed relationships. Advances in medical treatment and technology afford opportunities for all couples to realize sexual fulfillment. When there are difficulties in sexual functioning, a comprehensive evaluation, including input from both partners, is indicated. Physicians should complete a history and physical examination, including laboratory testing as indicated, to rule out disease states and medication side effects in the pathogenesis of sexual dysfunction (Kaplan, 1983; Morley & Kaiser, 1993). Urologists and gynecologists are trained generally to address male and female sexual complaints, respectively. In recent years, some physicians have devoted themselves to specialty practice in sexual medicine (Kellett, 1995; Melman et al., 1988; Verma, Khaitan, & Singh, 1998). Mental health professionals who have specialized training in sexual health are equipped to complete an assessment tailored to the particular presenting problem and the dyadic issues of the couple (Ackerman & Carey, 1995; Rosen & Leiblum, 1995; Wincze & Carey, 1991). A treatment plan that addresses organic and psychogenic etiology, including individual and relational factors, can be constructed.


TREATMENT OF SEXUAL DYSFUNCTION

Masters and Johnson (1966,1970) demystified sexual functioning and encouraged couples to seek help. Before 1970, sexual dysfunction was treated by psychiatrists and mental health professionals as symptoms of underlying emotional problems. Today, sex therapists from many disciplines, who have specialized training in the assessment and treatment of sexual problems, offer interventions which remove roadblocks to the natural expression of sexuality in an intimate relationship.

Masters and Johnson began in 1959 their revolutionary program for treating sexual problems. They worked only with couples (originally “the marital unit”) because each case of sexual dysfunction was considered relational in nature. They found that roadblocks to natural sexual functioning were primarily psychosocial (Masters & Johnson, 1970).

With advances in technology, it is clear that organic factors are frequently involved in the etiology of sexual dysfunction (Feldman, Goldstein, Hatzichristou, Krane, & McKinley, 1994; Palace, 1995). For example, vascular problems are major contributors to erectile dysfunction (Burvat et al., 1990; Rowland & Slob, 1995). However, the pioneering model of Masters and Johnson Institute never focused of the causes of individual problems. Rather, the male and female co-therapy team worked with couples to help them overcome relational and emotional roadblocks to intimacy. When intimacy is restored, the natural sexual response is facilitated. In addition, Masters and Johnson offered specific homework exercises to address particular concerns in the sexual response cycle, especially problems arising during arousal or orgasm.

The Masters and Johnson (1970) model for sex therapy involves intensive treatment of couples experiencing sexual dysfunction. Ideally, treatment is offered daily by the co-therapy team over a 2-week period (usually 10 to 12 days). Daily continuity and removal from typical distractions of work and home set the stage for optimal progress. Nevertheless, variations on the Masters and Johnson model include the “weekend intensive” and once weekly outpatient visits. The efficacy of the therapy decreases with changes from the original model, however (Masters & Johnson, 1970; Schwartz & Masters, 1988).

Although the Masters and Johnson model prescribes homework for particular types of sexual dysfunction, there are several common interventions without regard to the specific presenting problem. Initially, the couple is asked to refrain from sexual outlet. This “authoritative pronouncement” (Masters & Johnson, 1970, pp. 287-290) enables the couple to focus on intimate communication without the demand to be sexual. Another common intervention involves the “roundtable” (Masters & Johnson, 1970, pp. 57-78), in which the results of assessment are discussed and sex education is provided. The next step in intensive treatment incorporates one of the most famous interventions in the Masters and Johnson model, “sensate focus” (Masters & Johnson, 1970, pp. 66-85).

Sensate focus encourages concentration on the subtle sensations involved in intimate, nonsexual contact. Initially, the breasts and genitals are “off-limits,” fostering a sensual experience without preoccupation with sexual performance. Each partner takes turns, engaging in “selfish touching,” which is touch guided by one’s interests rather than trying to do anything to or for one’s partner. If the partner feels any discomfort or wishes to redirect the one doing the touching, then that person places his or her hand on top the partner’s hand. This “handriding” is a tool, like other techniques in the Masters and Johnson model, for realizing sexual self-responsibility. Various components of the sensate focus homework address roadblocks having to do with sexual demand, performance pressure, and “spectatoring,” or becoming an anxious observer rather than a participant in sexual functioning.

While Masters & Johnson (1970,pp. 342-360) reported success rates as high as 97% for rapid ejaculation and 80% across all male and female sexual dysfunctions, their model and research have been criticized (Reynolds, 1977; Tiefer, 1991; Zilbergeld & Evans, 1980). However, the Masters and Johnson Institute model (Masters & Johnson, 1970; Schwartz & Masters, 1988) has been for decades the guiding conceptual and clinical paradigm in sex therapy (Rosen & Leiblum, 1995). The core components of sex therapy, including nondemand sexual pleasuring, have been supported in several studies (Hawton et al., 1992; Hirst & Watson, 1997; Rosen & Leiblum, 1995; Sarwer & Durlak, 1997; Wylie, 1997).

Overall, increasing comfort and pleasure relax away anxiety previously conditioned over many frustrating sexual experiences. The sensate focus exercises, which move from nongenital exploration to nondemand sexual outlet through touch, provide opportunities to reclaim open communication and sensuality. Consultation with the couple includes recommendations for rekindling romance and enjoying intimacy.


INTERVENTIONS FOR SPECIFIC DYSFUNCTIONS

With the completion of sensate focus exercises, the couple is ready to pursue techniques targeted at specific forms of sexual dysfunction. Using the classification scheme constructed for this article (see Table), it is possible to describe some specific interventions for selected sexual dysfunctions according to phases in the sexual response cycle.


Hypoactive Sexual Desire

Hypoactive sexual desire (HSD) involves recurrent lack of sexual fantasy or interest in sexual activity. Although HSD occurs in both males and females, women most often present this dysfunction (Anderson & Cyranowski, 1995; Beck, 1995). HSD may be primary, in which a person never developed an interest in sex, or secondary to other problems or concerns. The condition may be pervasive and generalized or situational, relating only to particular partners, settings, or activities. For example, an individual may experience lack of desire for one’s partner due to suppressed anger and chronic marital discord, yet retain some sexual desire for an idyllic encounter with another person. Similarly, individuals who have atypical, especially nonpartner-oriented preferences (e.g., a paraphilia such as fetishism) may have a marked disinterest in sex with one’s available spouse (Moser, 1992). HSD must also be differentiated from medical conditions such as endocrine problems and mental disorders, including depression (Kaplan, 1979; 1983).

Following a careful differential diagnosis, it is possible to tailor treatment to the needs of the particular person. Whenever possible the partner should be included in the intervention because of the obvious relational antecedents and consequences in HSD (Heiman, Epps, & Ellis, 1995; MacPhee et al., 1995). In the typical presentation, a woman develops HSD after a long period of marital dissatisfaction. She may feel unsupported and misunderstood. Often her husband persists in making sexual demands, although they have little communication and genuine intimacy. She cannot emotionally say “Yes!” to sex because she is unable to say “No.” Her HSD develops in response to suppressed or unexpressed anger in the context of the power imbalance in the marriage (Schwartz & Masters, 1988; Southern, 1985).

Treatment involves communication and negotiation skills training for the couple (including “I language” assertion, originally developed by Virginia Johnson); sensate focus, to remove the demand for sexual outlet; and encouragement of sexual self-responsibility, by focusing upon the woman’s preferences for the marital sexual relationship (Masters & Johnson, 1970). In the more complicated cases of primary HSD, the woman will likely need a period of individual consultation to learn about sex and acquire the ability to fantasize and associate pleasure with erotic cues and sensations. In some cases, testosterone, the male sex hormone, may be prescribed to increase the female’s level of desire (Beck, 1995).


Erectile Dysfunction

Erectile dysfunction is the most common sexual problem presented in sexual medicine clinics (Kellett, 1995; Melman et al., 1988). Yet, the problem has likely persisted for some time before the anxious, performance-oriented male “acknowledges his failure” and seeks help. Sexual dysfunction and other problems of daily life are often maintained by the words and images used to describe the difficulty. The “impotent” male who has lost his masculine power becomes preoccupied with the normal variations in penile tumescence. By focusing on slight losses of erection and anticipating a “failure,” he strengthens irrational expectations and contributes to increasing anxiety, which steals the blood flow to the penis. While many cases of erectile dysfunction include organic factors (e.g., vascular disease), the syndrome of increasing performance pressure and anxious self-observation contributes significantly to the couple’s distress and avoidance (McCarthy, 1997; Masters & Johnson, 1970).

Interventions for erectile dysfunction usually include some attention to the cognitive distortions and negative self-evaluations that maintain sexual dysfunction. While it may come as a surprise to some individuals, an erect penis is not a requirement for satisfying sex. Zilbergeld (1978) delineated the “myths of male sexuality,” which are based on a hypermasculine, fantasy model of sexuality which constrains both partners. The myths that a man must orchestrate sex in which he is “hard as steel” and “lasts all night” contribute to erectile dysfunction. The initial steps in treatment for this problem include education about limitations of stereotypical gender roles and disputation of irrational beliefs concerning sexuality (Barbach, 1997; McCarthy, 1994, 1997; Zilbergeld, 1978).

Sex therapy for erectile dysfunction builds on the relaxing experience of sensate focus. By the third set of sensate focus exercises, the couple has learned that satisfying sexual outlet can be realized through genital touching in an intimate, romantic context. An erection is not needed for sexual satisfaction. Gradually, the focus is shifted to containment of the soft penis in the vagina, followed by gentle thrusting of the penis with the female astride. The therapeutic exercises are graduated to desensitize conditioned anxiety and promote sense of hope or accomplishment (Masters & Johnson, 1970).

There are several other methods for treating erectile dysfunction. Medical management includes oral medication (e.g., the long-awaited Viagra, or sildenafil citrate, a smooth muscle relaxer), urethral suppository (MUSE or alprostadil), vacuum pump, intracavernosal injection (e.g., Caverject), vascular surgery, and penile prosthesis (Ackerman & Carey, 1995; Morley & Kaiser, 1993). Even herbal treatments such as yohimbine have been used to treat problems with erection (Guirguis, 1998). Mental health treatments include hypnotherapy, relaxation training, strategic or paradoxical intervention, and cognitive-behavior therapy. All of these methods have merit (Ackerman & Carey, 1995; Rosen & Leiblum, 1995). Needs of the particular case identified through a comprehensive assessment should determine the treatment approach. However, each case should be considered relational in nature since the partner is affected or the capacity for partner-oriented intimacy is at risk (Barbach, 1997; Read, 1995).


Rapid Ejaculation

Rapid ejaculation is a sexual dysfunction that is based clearly on relational expectations. The common term, “premature ejaculation” signifies the relational origins of a rapid climax. “Premature ejaculation” indicates that the male has climaxed before producing through intercourse an orgasm for his partner. Obviously, this perspective engenders considerable performance pressure, which in turn potentiates rapid ejaculation. This problem can be solved through a combination of cognitive therapy and therapeutic touching exercises. The intervention is tailored to the severity of the presenting problem (e.g., the most severe case involves ejaculation before intromission) (McCarthy, 1994; Masters & Johnson, 1970; Spector & Carey, 1990; Zilbergeld, 1978).

The couple learns that satisfying sex is not a linear progression from touch (sometimes called “foreplay,” implying a focus on intercourse) to mutual orgasm. Instead, either partner may experience a climax through nondemand pleasuring. In addition, the male’s ejaculation need not terminate the touching opportunity. “Start-stop touching” (also labeled “brinkmanship”) is a major intervention for treating rapid ejaculation (Zilbergeld, 1978). In this method, the male is brought to the point of ejaculatory inevitability through touch during the plateau stage of the sexual response cycle. The partner then stops stimulation, reducing the likelihood of the orgasmic reflex and providing time for the male’s relaxation. Masters and Johnson (1970) recommended the squeeze technique, in which either the corona of the glans penis or the base is squeezed by the partner to delay ejaculation.


Anorgasmia

The treatment of anorgasmia in females has some similarities with therapy for rapid ejaculation(Anderson & Cyranowski, 1995; Masters & Johnson, 1970). In both cases, there is an emphasis upon learning to recognize cues that one is moving through the plateau phase toward orgasm. In addition, individuals are encouraged to relax and assume sexual self-responsibility in touching. The anxiety-provoking demand for orgasm in intercourse is neutralized through sex education and cognitive therapy. Anorgasmia (formerly called “frigidity” in the sexist model that focused on female responsiveness to male initiation) is treated as “preorgasm” in contemporary sexual therapy (Heiman & LoPiccolo, 1988). Every woman has a right to discover and express her unique sexuality, including orgasm when she desires to have one.

Preorgasmic women learn how to facilitate sexual responses through self-touching, fantasy enhancement, and graduated desensitization exercises with a partner (Barbach, 1997; Palace, 1995). Since male-superior (”missionary position”) intercourse is not a optimal form of stimulation for most women, the preorgasmic woman and her partner experiment with other forms of stimulation, such as the use of a vibrator (Heiman & LoPiccolo, 1988). During the individual component of treatment, she is encouraged to “let go,” or experience fully the increasing excitement. One of the interventions for this component is “role play orgasm,” in which the female is asked to simulate a full-body orgasm, sometimes after viewing an instructional videotape. During the couple component of treatment, they are asked to move from sensate focus, through experimentation with various positions and forms of stimulation, to facilitation of orgasm with the partner present. When the woman is able to experience predictably her climax, then a “bridging” technique is enlisted to transfer the potential for orgasm to partner-oriented stimulation during penetration (Barbach, 1997; Heiman & LoPiccolo, 1988; Masters & Johnson, 1970).


Sexual Compulsivity

The last two types of sexual dysfunction, sexual compulsivity and vaginismus, represent relatively rare problems, frequently emerging from untreated sexual abuse trauma (Kinzl et al., 19%; Kinzl et al., 1995; Leiblum et al., 1989).The other types of dysfunction overviewed in the present article need not be caused by any underlying psychodynamics. Sexual compulsivity (also known as “sexual addiction”) is most prominent in males who have suffered sexual abuse or severe disruption of psychosexual development. The developing “lovemaps,” used by victimized males to organize their thoughts and experiences related to eroticism (Money, 1986), tend to exclude intimate, partner-oriented sexual outlet in favor of repetitive, unusual, and exploitative forms of sex. The motivation for sex is not pleasure or sensuality. Rather, the nonsexual functions of sex are exaggerated. Mood altering sexual outlet is used to manage stress, ward off depression, express anger, or bolster a fragile ego (Carnes, 1983,1996; Cooper, 1998; Schwartz, 1996).

Treating sexual compulsivity requires individual and relational interventions designed to disrupt replay of sexual trauma (Schwartz, 1996). In many cases, masturbatory excesses have conditioned variant sexual arousal. By assessing the topography or nature of the sexual arousal pattern through self-report or biofeedback (i.e., penile plethysmography), it is possible to then transfer arousal from unwanted or deviant targets to desired partner-oriented outlet (Abel, Huffman, Warberg, & Holland, 1998). Treatment also involves confronting cognitive distortions, typically in group therapy (Abel, Osborn, Anthony, & Gardos, 1992; Carnes, 1983) Other components in the treatment package involve work with the “sex addict” and the “co-addictive” partner (Schneider & Schneider, 1996). The couple examines boundaries or limits to behavior as well as family-of-origin dynamics that contribute to communication difficulty and intimacy avoidance (e.g., Carries, 1983). Sex therapy interventions are used gradually to increase vulnerability, safety, and security.


Vaginismus

The treatment of vaginismus also emphasizes the intentional facilitation of vulnerability. However, the interventions are primarily behavioral, rather than intrapsychic in nature (Read, 1995; Rosen & Leiblum, 1995). Vaginismus involves the involuntary contraction of the pelvic muscles making penetration difficult, painful, or impossible. The etiology of this condition is psychosocial, primarily in traumatic sexual experiences (Leiblum et al., 1989). Yet, “dyspareunia” or pelvic pain that is untreated conditions vaginismus as the couple continues to suffer through attempts at intercourse (Meana & Binik, 1994). Treatment of vaginismus is a microcosm of the sexual therapy model. The couple abstains from sexual outlet, engages in sensate focus or touching opportunities, learns to associate genital touching with relaxation and pleasure, and desensitizes anxieties associated with demanding, performance-oriented sexual activities. Treating vaginismus usually includes specific desensitization exercises. For example, dilators or digits of increasing circumference are introduced by the female into the vagina. Muscular tension and anxious dread are relaxed away in the safe setting afforded by sexual therapy consultation (Masters & Johnson, 1970; Read, 1995).


VIAGRA AND ERECTILE DYSFUNCTION: PROMISES AND PITFALLS

The emergence of Viagra (sildenafil citrate), a simple oral medication for erectile dysfunction, has generated in recent months considerable media attention, making it a good case in point for concluding remarks. Viagra produces smooth muscle relaxation and inflow of blood to the corpus cavernosum of the penis, potentiating erection when there is adequate sexual stimulation (Pfizer, 1998). It is less invasive than previous medical interventions such as surgical implantation of a penile prosthesis, injection of medication into the spongy tissue of the penis, or placement of medication via urethral suppository (Ackerman & Carey, 1995; Morley & Kaiser, 1993). Treatment of erectile dysfunction with Viagra is reasonably safe, although patients who use nitrates such as nitroglycerine could experience a hypotensive crisis (i.e., dangerously low blood pressure) if they take the medication (Pfizer, 1998).

Viagra was well tolerated in clinical trials; however, some men experienced side effects, including headache, upset stomach, visual effects (color tinge), and blurred vision (Pfizer, 1998). The side effects were so mild that few patients decided to discontinue the medication. Viagra is effective in producing erections sufficient for sexual activity in 67% to 75% of cases (Pfizer, 1998), an outcome comparable to other medical treatments and sex therapy interventions (Ackerman & Carey, 1995; Guirguis, 1998; Hawton et al., 1992; Masters & Johnson, 1970; Morley & Kaiser, 1993; Rosen & Leiblum, 1995).

Many of the 30 million men in the United States who suffer with erectile dysfunction will benefit from the increasing availability of Viagra (Pfizer, 1998). However, Viagra is not the “magic pill” or “quick fix” that some will expect or demand (Bancroft, 1990; Tiefer, 1986). Most cases of erectile dysfunction involve physical, psychosocial, and dyadic contributing factors (Burvat et al., 1990; Kaplan, 1983; Kellett, 1995; Masters & Johnson, 1966, 1970; Rosen & Leiblum, 1995). Pfizer (1998) acknowledged in its educational materials that stress, depression, performance expectations, and avoidance must be taken into consideration. Males who present psychogenic erectile dysfunction are more likely to demand rapid medical interventions that may exclude their partners (Kaplan, 1983; Masters & Johnson, 1970). Yet, effective treatment involves improving communication and enhancing intimacy with one’s partner (Barbach, 1997; Hawton et al., 1992; Masters & Johnson, 1970).

The worst case scenario for treatment with Viagra (or any medical “quick fix”) involves a physician providing samples or prescribing the medication, then sending the anxious, performance-driven male home to solve his sexual problems. Frequently, the couple has withdrawn from one another. They do not touch or even talk. The female partner may blame herself for the absence of her husband’s response or initiation. The present author is already seeing cases where the male has secretly taken Viagra, awaiting a sexual encounter that does not occur. Similarly, having the potential for erection does not insure that the partner is available or their sexual activity is satisfying. Successful treatment of erectile dysfunction and other sexual problems must involve some attention to intimacy enhancement. Pfizer (1998) included in their educational materials, which could be viewed by the male and his partner, remarks from Dr. Gerald R. Weeks, a marital and sex therapist. Dr. Weeks (Pfizer, 1998, pp. 9-11) recommended some activities for improving the relationship and enhancing intimacy. In referring to the roadblocks to sexual health, he noted, “no treatment for ED will make these barriers magically disappear” and “Your relationship needs to be a priority at times” (Pfizer, 1998, p. 11).

Safe, effective medical interventions such as treatment of erectile dysfunction with Viagra remove roadblocks to natural sexual functioning and create opportunities to reclaim intimacy in relationships. Use of Viagra will be the beginning of a process intended to cultivate emotional and physical closeness in thousands of couples, not the end of an anxiety-driven pursuit to remove a sexual symptom. Although sex therapy lacks definitive research findings and well-established theory (Reynolds, 1977; Rosen & Leiblum, 1995; Weis, 1998), the classic model of Masters and Johnson (1966,1970), with its emphasis on nonsexual touching and open communication, promises to help the field go back to the future.

Technological advances in the 1990s have facilitated careful assessment and reliable treatment for most cases of sexual dysfunction. Specific interventions have been developed for particular types of dysfunction. However, sexual problems evolve in the relational context. Conditioned anxiety, performance pressure, and sexual misconception are common among couples who present for treatment. They would like to regain the natural sexual function. They would also like to enhance the communication and romance in their relationship. Assessment and treatment of sexual dysfunctions should begin with medical examination. Then, sex therapy interventions offered by skilled clinicians can restore intimacy, while removing psychosocial roadblocks to optimal sexual functioning.

Sigusch (1998) discussed a neosexual revolution in which diversification in intimate relationships overcomes the banalization, dissociation, and medicalization of sexuality. Hacker (1990) described a transition from the old norms to the new sexual values of the 1990s in which pleasuring, without the demand for intercourse, heralds a path to caring, respectful behavior between men and women. Perhaps D.H. Lawrence best captured the heart of the “new” sexual health emphasis upon intimacy enhancement in his poem “Wedlock” (de Sola Pinto & Roberts, 1978).

How I love all of you! Do you feel me wrap you
Up with myself and my warmth, like a flame round the wick?
... I spread over you! How lovely your round head, your arms,
Your breasts, your knees and feet! I feel that we
Are a bonfire of oneness, me flame flung leaping round you,
You the core of the fire, crept into me. (p. 245)


Types of Dysfunction by Phase in the Sexual Response Cycle

Legend for Chart: 
	
A - Phase
B - Types of Dysfunction Male
C - Types of Dysfunction Female 
	
A
  B
    C 
	
Desire
  Hypoactive Sexual Desire
  Sexual Aversion
  Sexual Desire Discrepancy
  Sexual Compulsivity
  Paraphilia
    Hypoactive Sexual Desire
    Sexual Aversion
    Sexual Desire Discrepancy
    Sexual Compulsivity
    Paraphilia 
	
Arousal
  Erectile Dysfunction
    Sexual Arousal Disorder 
	
Orgasm
  Delayed Ejaculation
  Rapid Ejaculation
    Anorgasmia 
	
Resolution
  Sexual Compulsivity
  Intimacy Dysfunction
    Sexual Compulsivity
    Intimacy Dysfunction 
	
Pain[*]
  Dyspareunia
    Dyspareunia
    Vaginismus 
	
[*] Pain may occur in several phases, although these conditions
are frequently encountered during attempts at penetration.


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CLINICAL ABSTRACTS: MEN’S HEALTH

October 1st, 2007

Title: CLINICAL ABSTRACTS: MEN’S HEALTH ,  Modern Medicine, 00268070, Apr99, Vol. 67, Issue 4



Sildenafil effective for erectile dysfunction in diabetic men

Oral Sildenafil appears to be an effective and well-tolerated treatment for organic erectile dysfunction in men with diabetes. The efficacy of this selective inhibitor of phosphodiesterase type 5 (PDE5) “suggests that PDE5 activity remains at least partially intact in diabetes,” according to the Sildenafil Diabetes Study Group, a collaborative of researchers from 19 clinical research centers throughout the United States.

A total of 268 diabetic men (mean age: 57) with organic erectile dysfunction (mean duration: 5.6 years) were randomized to oral Sildenafil citrate (n = 136) or placebo (n = 132) on an as-needed basis for 12 weeks. The patients were instructed to take their treatment 1 hour before sexual activity but not more than once daily. The initial dose of Sildenafil was 50 rog, and this dose could be increased to 100 mg or decreased to 25 mg or placebo based on the investigators’ judgement of efficacy and tolerability.

EFFICACY, The efficacy of treatment was assessed using the International Index of Erectile Function (IIEF) questionnaire, a self-administered, 15-question measure of erectile dysfunction. An increase in mean scores on 2 of the 15 IIEF questions was significantly greater in the Sildenafil group (78% and 93%, respectively) than in the placebo group (25% and 14%, respectively). Patient age, the duration of erectile dysfunction, and the duration of diabetes did not alter the improvements in these three efficacy variables. The Sildenafil group showed significantly greater improvements on 11 of the remaining 13 IIEF questions. Among these efficacy variables were questions related to orgasmic function, satisfaction with sexual intercourse, and overall satisfaction. Furthermore, a significantly greater proportion of the Sildenafil group reported at least one successful attempt at intercourse (61% vs 22% for placebo).

Patients were also asked a global efficacy question (”Did treatment improve your erections?”), to which 56% of the Sildenafil group and 10% of the placebo group reported an improvement.

ADVERSE EVENTS. Sixteen percent of the Sildenafil group and 1% of the placebo group reported treatment-related adverse events. However, these adverse events were transient and mild to moderate in nature and did not cause any of the Sildenafil -treated patients to withdraw from the study.

The most common adverse events in the Sildenafil group were headache (11%), dyspepsia (9%), and respiratory tract disorder such as sinus congestion or drainage (6%). Furthermore, there were no between-group differences in the incidence of cardiovascular adverse events (3% with Sildenafil and 5% with placebo).


INTERVIEW



Larry Lipshultz, MD

Dr. Lipshultz is Professor of Urology at Baylor College of Medicine in Houston, Tex.

Dr. Lipshultz discussed the significance of this study In an interview with MODERN MEDICINE. “This is one of the first studies to come out looking at sub-groups of patients with erectile dysfunction and a specific disease, in terms of how they respond to oral agents like Viagra.” In this case, “we are looking at a large group of men with diabetes as their primary disease and what we see is about a 60% response rate. Since erectile dysfunction is so common in men with diabetes, their ability to have some form of oral therapy is extremely important.

I believe that this is something that primary care physicians can begin to offer immediately. The one caveat Is that you ere not supposed to use Viagra in patients who have active coronary artery disease or who have a history of recent mild cardiac dysfunction. Diabetics are at high risk because they have increased incidence of vascular disease. Therefore, physicians have to make sure that their patients do not fall into this category before they offer it.”


SOURCE



JAMA

Rendell MS, Rajfer J, Wicker PA, Smith MD, Sildenafil Diabetes Study Group. Sildenafil for treatment of erectile dysfunction in men with diabetes: A randomized controlled trial. JAMA (Feb. 3) 1999;281:421-6.


Copyright of Modern Medicine is the property of Advanstar Communications Inc. and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Modern Medicine, Apr99, Vol. 67 Issue 4, p43, 1p

NOT SO MICROSOFT

October 1st, 2007

Title: NOT SO MICROSOFT ,  Maclean’s, 00249262, 10/05/98, Vol. 111, Issue 40

Section: Health MONITOR

A Pharmaceutical company that is partly owned by Microsoft billionaire Bill Gates has reported promising results from a drug some analysts say could rival Viagra in treating male impotence. Officials at Bothell, Wash.-based Icos Corp. said preliminary testing of its drug IC351 on men suffering from erectile dysfunction was “extremely positive,” and added that laboratory studies suggested the new drug might have fewer side-effects than Viagra. Produced by Pfizer Inc. of New York City, Viagra has become the United States’ top-selling drug since going on sale in April. Possible side-effects from Viagra, which is expected to be approved by Health Canada this fall, include indigestion, headaches and blue-tinged vision. Gates is Icos’s biggest shareholder, with a 12.6-per-cent interest in the firm.


Copyright of Maclean’s is the property of Rogers Media, Publishing Ltd. and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Maclean’s, 10/05/98, Vol. 111 Issue 40, p65, 1p

TAKE A (SAFER) SEAT

October 1st, 2007

Title: TAKE A (SAFER) SEAT ,  By: Koeppel, Dan, Sports Afield, 00388149, Winter99/2000, Vol. 223, Issue 1

Section: MOUNTAIN BIKING

LAST YEAR, A UROLOGIST made headlines when he warned men that bikes were so dangerousthey should be banned. Panic resulted. Bikers flocked to doctors because of “numbness down there.” Companies made saddles advertised as friendly to the funny fellow. Man-tastic saddles are now the bike world’s hottest accessory.

“Why take chances?” asks saddle designer Dr. Roger Minkow, citing a study of Norwegian long-distance bike racers. “About forty percent of riders experienced numbness,” he says. “Afterward, eleven percent were temporarily impotent.” But does numbness lead to permanent damage? Should casual riders worry? Can certain saddles prevent problems? Maybe, maybe, maybe.

Bike-related impotence may happen because of the way you sit. Your weight can crush the artery that brings blood to your precious friend. If there’s permanent damage to the artery, less blood flows into the area. Another theory is that bike seats damage the region’s sensitive nerves: no feeling, no frolic. Although permanent harm is harder to prove, “There’s no reason not to try a safer saddle,” argues Minkow.

I’ll confess: Sometimes I get numb. My biking buddies report similar nonsensations. So I got a bunch of the fella-friendly seats and tried each for a few weeks. The saddles generally fall into three categories: ones with cutouts–daylight where your buddy can rest without excessive pressure; ones with padded inserts; and the Minkow-designed saddles, sold by Specialized, which have a Y-shaped rear cutout that tapers along the length of the saddle and is effective since the artery mentioned above winds its way around from the back.

Which saddle will work for you? Well, lots of things contribute to comfort-rider position, anatomy, weight and style. Men and their parts come in all shapes and sizes. These are the saddles that I favored, in order of preference. Your results may vary, which is why you should ask your bike dealer if you can exchange one if it isn’t to your liking after a few test rides.

Koobi Splitfit: These saddles are fork-shaped, with a bisected nose and a cutout running halfway back, turning into a divot along the way. It looks weird, but the Split-fit was my favorite. The workmanship was great, the padding perfect–plush, but not mushy. Koobi’s Splitfit Au (877/KOOBI-NOW) is $69.95; the more heavily padded Si is $49.95 (bonus points for a 90-day money-back guarantee).

Specialized Body Geometry: Last year, Specialized offered two versions of this seat: a light, narrow one for racing and a more padded version. The Minkow-designed product was such a hit that eight versions are available in 2000. Yes, this is overkill, but the mountain bike-specific ones, in various weights and widths, have a major improvement: The rear cutout now has a sort of plastic fender, which keeps mud from shooting up your back end. Applause/And like the Koobi, it eliminated numbness. As for comfort, if you buy Minkow’s argument that the rear wedge is essential, then it shouldn’t matter that these seats aren’t terribly plush, at least by my taillights. Specialized Body Geometry (408/779-6229) saddles cost from $49 to $129.99.

Bontrager Race Day: This is a narrow saddle with trimmed sides for easy rider movement; the shape makes it excellent for technical riding. A soft-center insert-basically a gel-filled divot–provides protection. This saddle felt the most like a “normal” saddle, in both the good and the bad sense: It reduced, but didn’t eliminate, numbness. Bontrager’s Race (920/478-4670) can be found in several color combinations and two models-steel rails ($90) and titanium ($140).

Georgena Terry Liberator: This company spent years making bike products for women, but in 1999, it introduced a male version of its Liberator saddle, with a huge center opening. “It’s ironic that it took a man’s product to make this company healthy,” says Georgena Terry marketing vice president Paula Dyba. “But we’re thrilled. We love men.” The Liberator saddle is popular (mostly because it’s sold in those catalogs in the seat-back pockets on airplanes), but does it work? It’s a comfy saddle, but numbness reduction was less than total. The Liberator (800/289-8379) is available in the $45 original and a $70 titanium-railed race version. New models, narrower and seamless around the divot, are due out in early 2000.

RUBBED THE WRONG WAY: Saddle sores and chafing quickly appear with a lot of riding-especially if you don’t wear padded shorts. And keep your shorts clean-riding in the same pair that you sweated a bucket in is a guaranteed chafe. If you get sores anyway, clean the area and use a diaper rash ointment, like Carbolated Vaseline or A&D, or smear it into the pad of your shorts. A Swiss companymakes Assos Chamois Creme, a lubricating cream especially for cyclists. Your bike dealer can order it, or you can check out assos.com.

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By Dan Koeppel


Copyright of Sports Afield is the property of Sports Afield, Inc. and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Sports Afield, Winter99/2000, Vol. 223 Issue 1, p41, 1p

CLINICAL DATA ON SILDENAFIL BUILD

October 1st, 2007

Title: CLINICAL DATA ON SILDENAFIL BUILD ,  By: Bankhead, Charles, Urology Times, 00939722, Jan97, Vol. 25, Issue 1

Section: WORLD MEETING ON IMPOTENCE



Drug showing effectiveness in psychogenic and even organic dysfunction

Clinical data continue to build a case for the effectiveness of the new oral agent sildenafil ( viagra ) in treating erectile dysfunction.

Researchers are homing in on the most effective dosage and are also discovering that the drug is helpful, not only for primarily psychogenic erectile dysfunction, but also for dysfunction with a definite organic origin.

A trio of studies showed significant improvement in the frequency and quality of erections in men treated with the drug. Collectively, the studies showed a high rate of efficacy, even in men with longstanding impotence. However, some of the improvement, though statistically significant, appeared to be modest. A fourth study showed significant improvement in erectile dysfunction among diabetic patients. Sildenafil was well tolerated in all four studies.

The largest of the studies showed that the drug’s effects were dose dependent, with the highest dose used in the studygiving the best results.

The 351 men in the study had experienced erectile dysfunction for an average of 4.5 years, ranging between 3 months and 40 years.

All the patients had impotence of psychogenic or mixed origin. To qualify for enrollment in the study, each patient had to have at least one spontaneous erection within the 4 weeks before enrollment or a positive response to intracavernosal injection, according to Wallace W. Dinsmore, MD, a urologist at Royal Victoria Hospital in Belfast, Northern Ireland. He reported the findings on behalf of investigators in a, multicenter. European trial.

The men were randomized to one of four treatment arms: placebo, or 10 mg, 25 mg, or 50 mg daily of sildenafil. Patients randomized to active therapy exhibited dose-dependent improvement in erectile dysfunction.

The placebo cohort had a fairly large improvement of almost 40%, but that was significantly less than the improvement seen with all three sildenafil groups after 1 month. Improvement with active therapy ranged from 64% with 10 mg, to 79% with 25 mg, to 88% with 50 mg (P < .0001).

Similarly, significantly more men taking sildenafil than placebo wanted to keep taking it (78%, 85%, and 91% for the three doses, P<.0001)–a significant difference despite another high placebo response (51%).

The men kept daily erection diaries and completed a 15-item self-assessment sexual questionnaire before and after the study. Sexual partners also completed questionnaires.

“A dose-response relationship was clear for frequency, hardness, and duration of erection,” said Dr. Dinsmore.

“Although there was no effect on attempts of sexual intercourse, the number of satisfactory attempts per fortnight was significantly greater with sildenafil.”

The number of successful attempts at intercourse per 2 weeks averaged 2.1 with placebo, 2.5 with 10 mg sildenafil, 3.0 with 25 mg, and 4.0 with 50 mg.

Compared with patients receiving placebo, men who took sildenafil reported increased enjoyment of intercourse and satisfaction with sex life. Sexual partners exhibited dose-dependent responses that significantly favored sildenafil.

All doses of sildenafil were well tolerated, with only 13 patients withdrawing from therapy because of adverse events.

Headache, flushing, dyspepsia, and muscle ache were the most common.


Most Take Higher Dose

Similar results emerged from a 233-patient Norwegian dose-escalation study. The men had at least 3 months of erectile dysfunction of unknown cause. Each man had experienced at least one grade 3 or 4 erection or a positive response to intracavernosal injection in the 4 weeks before enrollment.

After a 2-week placebo run-in phase, patients began taking 10 mg of sildenafil daily. The dose could be increased to 100 mg, depending on response, said Einar Christiansen, MD, of the Andrology Center in Oslo.

At the end of 16 weeks, most patients (119) were receiving 100 mg sildenafil daily; 60 were taking 50 mg, and only 3 remained on 10 mg. On self-assessment questionnaires, about 200 of the men reported overall improvement in erectile activity and increased frequency and firmness of erections.

Only 12% of the men discontinued therapy because of adverse events. The most common complaints were the same as those seen in the multicenter study.

A 17-patient crossover study provided additional evidence of sildenafil’s efficacy in men with primarily psychogenic erectile dysfunction. The study, led by Mitradev Boolell, MD, of Pfizer Central Research in Sandwich, England, included men who had suffered erectile dysfunction for 6 months to 19 years.

The patients were treated with a single 50-mg dose of sildenafil. Ten minutes after dosing, each man watched an hour-long sexually oriented video. Erectile activity was assessed by use of a plethysmograhic device attached at the base of the penis (RigiScan). Each man repeated the study with a placebo.

With sildenafil, 14 of 17 men achieved erections of at least 60% rigidity (adequate for intercourse), and duration of erections averaged 5.9 minutes. The median time to first erection was 19 minutes. During the placebo phase, 9 of 17 men achieved at least 60% rigidity, and the erections averaged 1.1 minutes.


Men with Diabetes Benefit

Dr. Boolell and colleagues at Pfizer and at hospitals in Bristol and Swansea, England, evaluated sildenafil in 21 diabetic men who had erectile dysfunction for an average of 3 years. In the crossover trial, each man received a single 25-mg or 50-mg dose of sildenafil or placebo, followed by visual stimulation. Erectile activity was assessed with plethysmography.

Sildenafil exhibited a dose-dependent effect on erection duration, which averaged 2.4 minutes with 25-mg doses and 7.2 minutes with 50-mg doses. Erections with placebo averaged 1.5 minutes.

The men continued daily sildenafil or placebo for 10 days. They maintained erection diaries and completed self-assessment questionnaires. Over 10 days, the number of erections suitable for intercourse averaged 0.7 with placebo, 1.7 with 25 mg of sildenafil, and 1.9 with 50 mg. The duration and number of erections were significantly increased by sildenafil, compared with placebo.

PHOTO (COLOR): SAN FRANCISCO 1996

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By Charles Bankhead, Contributing Editor


Copyright of Urology Times is the property of Advanstar Communications Inc. and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Urology Times, Jan97, Vol. 25 Issue 1, p11, 2p

NEW PRESCRIPTION GUIDELINES FOR viagra

October 1st, 2007

Title: NEW PRESCRIPTION GUIDELINES FOR viagra ,  Executive Health’s Good Health Report, 10718680, Jun99, Vol. 35, Issue 9

The American College of Cardiology and the American Heart Association have jointly issued new prescribing guidelines for the impotence drug viagra .

The guidelines say the drug is not safe for use by heart patients who take organic nitrates, including nitroglycerin patches or tablets.

The guidelines also recommend a thorough medical check-up prior to viagra use for some other patients, including’ those who have chest pain or other signs of poor blood flow to the heart, have congestive heart failure and low blood pressure, are taking drugs to control high blood pressure, have kidney or liver disease, and those who take medications that can affect how long viagra stays in the body.

– Journal of the American College of Cardiology


Copyright of Executive Health’s Good Health Report is the property of Institute for Medical Information and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Executive Health’s Good Health Report, Jun99, Vol. 35 Issue 9, p8, 1p

A FUZZY COUP FOR PFIZER

October 1st, 2007

Title: A FUZZY COUP FOR PFIZER ,  By: Glausiusz, Josie, Discover, 02747529, Aug2000, Vol. 21, Issue 8

Section: Research + Development

Pfizer has a new customer for viagra –one considerably cuter than Bob Dole. Chinese zookespers reportedly plan to treat pandas with the anti-impotence pill to improve their chances of reproducing. Male pandas can sustain an erection for only 30 seconds at a time. viagra is expected to improve their sexual endurance and increase their chances of impregnating their mates. A Pfizer spokesperson responded skeptically. “ viagra ’s not an aphrodisiac,” sags Beth Coldwell. ‘It’s only licensed for the treatment of male erectile dysfunction, so it shouldn’t be used by any men, woman, or animal who doesn’t suffer from that condition.”

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By Josie Glausiusz


Copyright of Discover is the property of Walt Disney Magazine Publishing Group and its content may not be copied or e-mailed to multiple sites or posted to a listserv without the copyright holder`s express written permission. However, users may print, download, or e-mail articles for individual use.
Source: Discover, Aug2000, Vol. 21 Issue 8, p16, 1p