Bob first started experiencing erectile dysfunction in his 50s. "The erections wouldn't last," he told me, "and that became kind of a frustration." Bob and his wife, Joanne, tried asking their doctors for help—but it was the mid-1990s, and medical interventions were limited. "I think back then [ED] was kind of looked upon as, you're getting older and this is going to happen and there's nothing you can do about it type thing," Bob told me. "That’s life, guy!"

A lot has changed since then. In 1998, Viagra was approved by the FDA, suddenly opening up new sexual possibilities for people like Bob and Joanne. The drug also sparked a very public conversation about erectile dysfunction—one that, despite beginning earnestly, quickly veered toward late-night punchlines. "There's just so many memes and so much pop culture reference in a joking manner," a woman we're calling Louise told me, whose husband has prostate cancer-related ED. "[Viagra is] for the couple, it's for the marriage, the relationship, the partnership. It isn't just about a guy getting a boner." 

And while millions of Viagra prescriptions have been written during its almost 25 years of existence, for some, Viagra has not been the quick fix they hoped it would be. A listener named Brandon takes medication for depression and anxiety, and found that for him, erections when taking Viagra are "very much a roll of the dice." Yet in a world where ED drugs are readily available—he feels a lot of pressure to perform. "This oversexualized culture doesn't say anything about having sex and not being able to get an erection as being okay," he told me. "It's very much big hard dicks flying everywhere." 

This is the first episode of a three-part series. Look out for our episode next week where we go back in time to tell the story of how medicine, science, money and marketing collided to create a Viagra explosion.