We're led to believe a small blue pill can cure erectile dysfunction.
But for thousands of cancer survivors or wounded soldiers, it doesn't always work.
So far alternatives have been rudimentary - an inflatable pump that is difficult to implant and awkward to use, or a malleable device that leaves the patient with a permanent erection.
Now, urologists at the University of Wisconsin-Madison have devised a potentially groundbreaking implant that could become erect on demand - simply by heating it up.
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