You can buy or rent this equipment. I rented for 3 months from the company listed on the unit. I made sure my doctor's prescription had "incontinence" on it as one of the symptoms to treat as it is part of the name of the machine proper "U-Control Incontinence Trainer". I have a P.T.'s recommendation, a doctor's prescription, and a good PPO plan and the reimbursement went through. I can't remember how much I paid out of pocket. The company offered to put my rental cost towards a purchase of the machine. I declined, but hope that was the right choice...
Update Nov. 26, 2015
I'm thinking of doing this again, this time as a purchase. To that end, the best price I found online for purchasing this is at http://www.lifematters.com/u_control.asp
U-Control™ Home Continence Trainer
1 Channel of sEMG