How often do you hear the mention of Erectile Dysfunction (ED) in regular conversations? Even if you do, it’s mostly referred to as "problem hai" in hushed tones, or sniggered at like it’s a sexual incompetence that ‘real men’ don’t face. This culture of denial, which prefers to only focus on sexual prowess, is reflected in a survey that pharmaceutical firm Pfizer Upjohn conducted among 527 men and 515 women. The recently released study found that while 78 per cent women were aware about ED, only 47 per cent men said they knew about it. Moreover, of the 307 health experts surveyed, 96 per cent agreed that partners play a significant role in the success or failure of a man’s ED treatment.

While both Dr Shyam Mithiya, a Mumbai-based consultant psychiatrist and sexologist, and Dr Pavan Sonar, a sexologist and a relationship counsellor, agree that the partner’s motivation influences decisions on ED treatment, they tell us that one needs to first address the cause of and the taboo around the disorder.