I had a new oil pan heater installed on my Jetta last week when the -20 weather started.
There was a cord present when I bought the car, and I assumed it was a block heater, plugged in, but my car had a heck of time starting, and it sounded like a bucket of nails in a blender when it did.
So I bought a volt meter and checked...

the heater was dead.
That's why I bought a new heating pad, had it installed.. worked alright for couple of -20 days, but now that it's -30, IT'S NOT WORKING!
well, it works, but the heat it produces is so minor, i can touch the heating element itself and it's barely warmer than ambient weather.
man, does my VW not like cold weather... it doesn't sound like bucket of nails anymore, though. more like, really hard rubber compound in blender now..
Never had trouble starting my Honda as long as I plugged in the block heater.
So in conclusion... i don't think the oil pan heater is as good as block heater.