When Viagra, the first approved drug to treat erectile dysfunction (ED) was marketed in America back in 1998, many people were surprised by the man chosen to front the campaign. Bob Dole (1923 to 2021) was a respected former attorney and senator, and a Republican Presidential candidate.
Dole featured in the first US TV commercial to advertise Viagra, which has since been praised for being grown up and direct, without pedalling so called ‘raunch culture’ or being too coy and euphemistic. He drew on the courage it takes to discuss serious and potentially embarrassing health problems.
Dole, then aged 75, agreed to appear in the advert after recovering from prostate cancer. ED is a common side effect of prostate cancer treatment. He said: “You know, it’s a little embarrassing to talk about E.D., but it’s so important to millions of men and their partners, that I decided to talk about it publicly.”
He added: “It is a great drug. I’ll be honest. I was in the protocol and participated in the program. I think we need to learn more about it. There are many men out there, millions of men out there, who suffer from impotence, and this may be the first step.”
While the ad was inevitably mocked in some quarters, it has also been widely commended for opening up a new frank and honest dialogue about sexual function. This has made it easier for millions of men to find the courage to be more direct and open about their health problems.
Although ED drugs are now marketed in a very different way, Bob Dole’s bravery in publicly discussing a sensitive and then largely taboo topic can now be seen as revolutionary. Untreated ED can result in relationship problems, low self esteem, and even depression.
ED may also be a symptom of a more serious underlying health condition, so it is vital that any sense of shame or embarrassment is overcome and medical advice is sought as soon as possible. ED is a common problem that is thought to affect at least half of all men over the age of 40 in the UK, and it is a condition that can be successfully treated.
Even the most self confident and articulate of men can feel a little tongue tied when attempting to talk about ED with a medical professional. Therefore it can help to do some preparation before visiting a GP surgery, to make sure that you don’t swerve the topic or forget to ask important questions.
A good tip is to write down a few points beforehand. Make a note of your main symptoms and plan your opening sentence. Keep it simple; you could just say that you are having a men’s health problem, and most doctors will probably take the cue and ask some relevant questions.
Remember that doctors deal with such matters on a daily basis, and they will not be at all uncomfortable with discussing ED with you and recommending a suitable course of treatment.
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