New Erectile Dysfunction Treatment Cleared for Over-the-Counter U.S. Sales Eroxon, a topical gel, “helps men get an erection within 10 minutes,” according to Futura Medical, the manufacturer. Credit... This month, the Food and Drug Administration approved the marketing of a new treatment for erectile dysfunction, a topical gel called Eroxon , meaning it can be sold over the counter in the United States. It is the first topical treatment for the condition to be made available without a prescription. Futura Medical, the British pharmaceutical company that produces Eroxon, claims the gel “helps men get an erection within 10 minutes ” — faster than current oral options, including Viagra, which can take around 30 minutes to an hour to kick in. But because data from full clinical trials has not been published, it’s unclear how effective Eroxon actually is at helping men initiate and maintain an erection, said Dr. Joshua Halpern, a urologist at Northwestern Medicine. When the gel w...