By midweek, (Leon) Bender had taken calls from five insurers, each insisting that the doctor provide proof of medical necessity before they would cover a prescription for the new potency pill, Viagra.

"I think they {health insurers} are trying to slow down the process," said Bender, whose experience is echoed by other doctors who have been swamped with patient requests for Viagra, the first oral medication to treat impotence.

She likened Viagra to other treatments not usually covered by insurers, such as weight-loss programs, cosmetic surgery and some infertility services. But she stressed that the health plan's decision on Viagra is only a "preliminary ruling."