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Hoping to boost new prescriptions, the makers of Cialis are launching a program that guarantees patients’ satisfaction with the erectile dysfunction drug.

The program, called “Cialis Promise,” lets patients try the drug for free, If they don’t like it, the pills will be replaced free with one of the rival brands, Viagra or Levitra.

ICOS (ICOS) and its partner, Eli Lilly (LLY), kicked off the promotion with full-page ads in USA TODAY and The Wall Street Journal.

Paul Clark, chairman and chief executive at ICOS, said he’s betting the ads will back up what studies have shown: that Cialis is preferred over its two competitors.

“We are so confident that men with ED will appreciate the benefits of Cialis that we’re willing to go as far as offering to pay for our competitors’ products if they are not satisfied,” Clark said in a statement.

The new promotion comes as the drug’s market-share growth appears to have stalled. Cialis accounted for less than 19% of new prescriptions written for erectile dysfunction drugs and had an overall market share of 14.1% by late June, according to figures from IMS Health, a research firm.

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