New treatment for sexual dysfunction targets the brain. Find out more, Friday 4/5 at 8:30 p.m. Eastern on 'Tech Live.'

The growing number of prescription drugs that improve a person's sex life may go through the nose -- literally, as "Tech Live" reports tonight.

Palatin Technologies in New Jersey is developing a nasal spray that targets the arousal center in the brain.

"Nasal delivery has the advantage that absorption is very rapid, and it really will be an on-demand product," said Palatin CEO Carl Spana.

Palatin's marketing research found that men who live with erectile dysfunction prefer an easy-to-use product that works right away.

It's an alternative to Viagra, the most common and successful prescription drug to treat forms of occasional male impotence. Viagra works on the cardiovascular system by prolonging the supply of blood needed to keep a man's penis erect.

Palatin's PT-141, an experimental molecule now in clinical trials, is designed to act on the source of arousal. By triggering the brain's arousal center, the drug engages blood flow and allows passion to take its natural course.

But the brain-centered approach means PT-141 may not be just for men.

In tests on rats, Palatin found the drug induced female rats to substantially increase their solicitation of males. That leads researcher Annette Shadiack to see human potential.

"We believe that PT-141 has a very high likelihood to aid women with female sexual dysfunction," she said.

A drug that could enhance female sexual arousal might help the estimated 40 percent of women who complain they're sexually unfulfilled.

But noted New York sex therapist Leonore Tiefer says she worries about treating sexual dysfunction with drugs.

"Well, I think that such a drug is really a fantasy," Tiefer said.

Tiefer said she feels the pharmaceutical industry exaggerates the role physical problems play in sexual dysfunction, which she maintains is largely an emotional issue that can be resolved only through education, understanding, and therapy.

"I don't think drugs are the solution for people to have a better sex life -- in the short run or the long run," she said. "It's ridiculous."

But Palatin's Spana said he foresees PT-141 playing a major role in the battle against sexual dysfunction, especially with men. That's because studies find a third of men between the ages of 30 and 70 suffer some form of erectile dysfunction.

"Most men that have erectile dysfunction will need to take a pharmacological treatment or a drug treatment for most of the rest of their lives," he said.

PT-141 has already passed a clinical safety trial. It's now about to face the real test, as Palatin plans trials this year for sexually dysfunctional men and women.

The outcome may determine if the future of better sex can be found in a disposable spray bottle.