This article is from the Impotence FAQ, by Sine Nomine llama@drizzle.com with numerous contributions by others.
Apparently, application of the drug doesn't hurt as much as the drug
itself can. You lubricate the urethra by urinating, then place the tip
of the plastic applicator about an inch into your urethra and push a
button on the part of the applicator that's in your hand.
 
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