Pfizer’s new marketing plan is to target women with their ads by appealing to women to encourage their significant others to see a doctor for a prescription for Viagra. The pharmaceutical company hopes to maintain their profits by enlisting women to help boost sales of its “little blue pill.”

The new ad will feature a middle-aged woman whose sultry address to men encourages them to talk to their doctors about their erectile dysfunction. By adding women to the advertisements, Pfizer is hoping that men who were uncertain about going to see their doctors will get that extra push from their wives or girlfriends.

While other companies have utilized women in their advertising, this approach is a first for Pfizer. Past advertising campaigns have always relied on scenes of men engaged in activities typically associated with the gender, such as off-road trucking and fishing. Their most recent ads were geared towards approaching men who felt ashamed or embarrassed to visit a pharmacy for their prescriptions. The campaign served a twofold purpose in that it boosted sales while eliminating a large part of black market sales by offering online sales to anyone with a valid prescription.

Viagra has been a strong selling drug for Pfizer since 1998, when it was approved by the FDA. In 2013, the drug garnered a profit of nearly $2 billion dollars.

The ads are set to air before popular network shows. Pfizer hopes that its approach will inspire brand loyalty to give it an edge over generic and competing brands.

Some market analysts feel that the strategy is likely to pay off, citing men’s tendencies to avoid doctors as part of the reason appealing to women will help. These analysts feel that women are more affected and troubled by erectile dysfunction than men are.

Other analysts are skeptical that the campaign will yield the desired results.