Thanks, this is what I was thinking of. Interesting that it was posted by Inigo. He seems to have forgotten about it.
"I've been told Dr Mulhall's patients were left to apply the cream in their own way, with many just rubbing it on the glans (rather than dripping it into the urethra) and only after the twelfth week was the correct application method explained. Hence 51% of men improved by the twelfth week, and more than 90% improved by six months. Had the quoted improvements been taken after proper training the results would have been much more impressive."