Orgasm Inc.
Okay, now could
you just move down?
Go ahead
and move down.
Okay, move down
a little more.
There you go.
Okay.
Now just make yourself
comfortable, relax.
I'm going to
leave now.
What's an orgasm
like for you?
I'm going to say that
it's like a blooming flower.
It comes from the roots
and grows up
until it spreads beautiful aroma
around the room.
It's like coming down
from the highest
and the best
rollercoaster ride.
I think it's
different sound.
It's definitely
a different sound.
It would be like "ahhh"
with the rollercoaster
but with the orgasm
it would be "ohhh. "
Is there something
that comes to your mind
when you think about
having an orgasm?
War.
That's what I think about
is the war in my head.
I'd like to.
I hope I do.
What's wrong with me...
I can't?
And so by the time
I get through
having this conversation
in my head,
I am not involved
anymore in the now
and in the activity
that's going on.
Why does it hurt you?
It's vey frustrating.
It's vey, vey frustrating
to enjoy sex
and to never get to
have that release.
I don't want to be hurt
anymore about this.
In this morning's "Healthy Woman"
something new to deal with.
An astonishing statistic.
Forty-three percent
of women aged 18 to 59
have some kind of
sexual dysfunction.
Female Sexual Dysfunction.
Symptoms include
lack of desire,
lack of pleasure,
painful intercourse.
This is a vey new
field of medicine
but there's a good chance
the problem can be tackled.
The FDA has only
approved Viagra for men
but some doctors
such as Jennifer Berman
believe Viagra might
help women too.
As many woman
for the cream or spray or pill
that might work for them,
the race is on
to be first.
The prize:
Undoubtedlybillions upon billions of dollars.
Vivus was a pharmaceutical company
that was busy developing
an Of9aSM CfeaM
for women.
Your name?
My name is
Liz Canner.
Okay, iust a moment.
I'm a documentay filmmaker
because they needed
some help
with the clinical trial
of their new drug.
Vivus is a company
that develops drugs
for male erectile
dysfunction
and we're currently
getting into
the female sexual
dysfunction arena.
We're doing some
What we want
people to do
is they're going have to
come into a doctor's office
and they're going to
have to apply this drug
and then we are going to have
What we intend on using
which is visually
explicit material.
Well, we need some help with
the actual production of the video.
Vivus wanted me to
for use during the testing
of their new drug.
I thought, "How could
I take this job?"
How could I not
take this job?
I was curious
about the latest
scientific thinking about
women and pleasure.
So, I gained permission to film
Vivus for my own documentay.
Little did I know that I
would spend nine years
documenting the medical
industy's attempt
to change our understanding
of the meaning of health,
illness, desire, and that
ultimate moment:
Orgasm.What's the name of
the company mean?
It's Latin for "alive"
and I just had the feeling
that our obiective was to put life
back into dead penises.
Twelve years ago today,
I incorporated the company.
And as you can see it's
a real joyous, boisterous crowd.
Vivus 12th Anniversay April 16,
Celebrating 12 Years of Sexcess.
Why did you
found Vivus?
After a radical prostatectomy
for cancer
no longer alive.
And that's when I focused
on what could be done
in the field of
sexual dysfunction.
All the drugs that we developed,
all of them started on me.
In 1996, Vivus was one
of the first companies
to win FDA approval for a drug
to treat Erectile Dysfunction.
It was on the market
It was heady days though.
You really... you watched
the stock price go up evey day.
Our market capitalization
was over $1.5 billion.
But for only a few days.
Then Viagra was
launched, obviously,
of the product
actually started
to deteriorate.
When Vivus was no longer
the market place champion for men,
erection drug on women.
This new treatment
was called Alista.
How does Alista work?
What happens
when you add Alista,
our product,
with sexual stimulation,
what affect does it have
on cyclic A and P?
In this case it increases
it pretty dramatically.
That, in turn, decreases
intercellular calcium,
which in turn causes
increased blood flow.
How will you know if a woman
has been cured by Alista?
The endpoint in the male
is rather straightforward,
an erection occurs
or it doesn't.
The female doesn't have that
same type of a vertical indicator.
So we're dependent upon
a diay or on questionnaires
rather than doing
a measurement
of the amount of engorgement
of the penis.
What about orgasm?
Well, an interesting equation
here that increased blood flow
hasn't conclusively been
shown to cause orgasm.
How many drug companies
developing drugs for FSD?
There's probably
at least 12,
developing all different
types of things.
We're all in a race to see
who can be first to market.
The top four contenders for FDA
approval are approaching the start.
My work with Vivus began
with a meeting with Kim Airs.
Vivus hired her to curate the erotic
footage for the clinical trial videos.
Oh, hi Liz.
How are you?
She was a nationally
recognized expert
on women's taste
in pornography.
Well, I think when we're
going to select videos
that I'm assuming that woman
women do go for plot.
They do go for videos
that are well-shot.
People go "porno, plot?"
It's really kind of funny.
Porno is so subiective.
It's like, what gets me off
might not get you off.
Now, I'm a little
worried about
if it's not the right porn
for the majority of women
then this will have an
effect on their result.
The only thing we
can do is guess
because that's the whole
standardized as a testing protocol
you have to assume
that most women
are going to like
what you give them.
That's why I don't want to
have "Babes Ballin' Boys"
or "Butt Man's
European Vacation. "
Oh look they're
wearing condoms.
That's good.
So this, I mean this is
definitely, this could...
Ohhh!
That's... I know.
See, she's got a little
birthmark there.
I can make
the sound effect.
So, I don't know which ones
were tape 1 and tape 2.
Isn't it strange the way
Female Sexual Dysfunction
was only recently
discovered?
Right, to medicalize stuff
that's been around since histoy.
You know, what is
Female Sexual Dysfunction?
Is it you're
withholding sex
because you know
your husband's cheating on ya?
Is it wants and desires
that are unfulfilled?
I mean, it's so complex.
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