Following in Cialis’ couples marketing footsteps, Pfizer is now looking to use women to help sell its number one drug, Viagra.

Approved by the U.S. Food and Drug Administration (FDA) in 1998, Viagra is a PDE-5 inhibitor, a drug class that works by “blocking certain enzymes to dilate blood vessels and enhance blood flow to the penis.” Viagra earned Pfizer close to $2 billion in profit in 2013 alone.

In an effort to maintain Viagra’s status as top seller, Pfizer is looking to women to help draw men in. According to the Associated Press, Irwin Goldstein, a director at the San Diego Sexual Medicine center who consults for the pharmaceutical company, says that erectile dysfunction (ED) often bothers women more than men.

Pfizer hopes that the new Viagra commercials will address this issue. The company already spends more than $100 million annually in television advertising, and is hoping this new spin will increase sales. Keeping the market share is important, as Viagra faces challenges from copy-cat drugs on the black market, generics, competitor ED medications, and now the risk of melanoma.

Sildenafil and Melanoma Risks

In direct-to-consumer print and television advertising, Viagra has been heavily promoted as a safe treatment for erectile dysfunction. However its safety has come into question as of late.

Earlier this year, medical researchers started looking at a connection between erectile dysfunction medications and melanoma, a deadly form of skin cancer. Research published in JAMA Internal Medicine in June found that taking Viagra (sildenafil) increased men’s chances of developing melanoma by 84 percent versus those not taking the drug. Moreover, for men who took Viagra once and stopped, the chance of melanoma doubled. Doctors say the findings are significant enough to merit further study.

Named for the type of cells that become malignant, or cancerous, the three most common types of skin cancer are melanoma (in the skin and pigment cells), basal cell (basal cell layer of the skin, usually in areas exposed to the sun), and squamous cell (in squamous cells, so often found in areas not exposed to sun in dark-skinned individuals, or exposed to sun in light-skinned individuals).

Melanoma is one of the most dangerous skin cancers, as it is the most likely to spread. Unlike moles, skin cancer can invade nearby normal tissue or can spread throughout the body. Melanoma, like other skin cancers, is largely associated with too much sun, especially without sunscreen. It’s rare, but melanoma causes the majority of skin cancer deaths. When discovered early, it is often curable; however, if not caught in time, it can be fatal. Melanoma is responsible for over 9,500 deaths a year in the United States.

Men over 50 are Viagra’s target audience. They are also a group already at a higher risk for melanoma. Dr. Abrar Qureshi, a co-author of the study, told NBC News that “people who are on the medication and who have a high risk for developing melanoma may consider touching base with their primary care providers.”