Urethral Inserts Female stress urinary incontinence (SUI) affects millions of women. SUI often is associated with coughing, sneezing or laughing. It can occur whenever there's increased pressure on the bladder such as when exercising, lifting a child or even picking up a bag of groceries. Rochester Medical's FemSoft® Insert offers a simple and gentle solution to SUI. It provides immediate control of unintentional urine leakage, eliminating concerns of wetness and odor without surgery.