AMERICAN MED. SYSTEMS Minnetonka, Minn. It's A Different World, So Why Not Cash In?(THE NEW AMERICA)

Byline: AMY REEVES

Ever since Bob Dole went on the airwaves five years ago talking about "erectile dysfunction," things haven't been the same.

When former presidential contenders can talk about embarrassing ailments like impotence on TV, you know the culture's changed.

That might make some folks a little uncomfortable, but it's good news for American Medical Systems Holdings Inc., which makes treatments for impotence and incontinence.

"With Bob Dole and Viagra race cars and things like that, it's something people are more comfortable talking about," said Christopher Kaster, an analyst with W.R. Hambrecht & Co.

That's also true of American Medical's fastest growing field: urinary incontinence. The company benefits not only because folks are willing to talk about the problem; many also are simply unwilling to live with it.

"It's another one of these baby boomer plays," said Anthony Green, analyst with Dougherty & Co. "These disorders have always been with us, but previous generations suffered in silence. (Boomers are) fighting Father Time every step of the way."