On episode 105 of The Derm Vet podcast, Steve Pfohl joins as a guest. He is the market research lead for the U.S. dermatology portfolio at Zoetis. Market research is conducted to help uncover insights that provide value to veterinarians and dog owners. This information can improve our communication with owners, and this benefits their pets’ lives.

There are two main categories of market research: Quantitative and Qualitative. Quantitative is where a person is invited to participate in an online survey. Typically, a survey link is sent, and you answer a few screening questions to see if you qualify for the study. Qualitative is being invited to participate in a focus group with one or more veterinarians on a specific topic or a one-on-one interview conducted online where you are speaking to a moderator about a specific topic.

Zoetis took part in a project called the Allergic Itch Dog Owner Journey. The emotional journey of itchy dog owners was followed, from the first time they noticed signs of allergic itch in their dog, through their dogs’ long-term continuum of care. When owners first observe that their dog is itching excessively, they often conduct their own research online but are unclear which resources are trusted. The project also recognized that owners desire empathy from their veterinarians on the first visits when the allergic itch is being discussed. They want their concerns and frustrations acknowledged.

Market research has shown that certain antipruritic therapies (such as Apoquel® (oclacitinib tablet) and Cytopoint) are not recommended early in the diagnosis due to a veterinarian’s worry that clients won’t want to pay for them. Alternatives (such as antihistamines) are suggested as a less expensive solution. However, using less effective treatments first can lead to owner frustration and disappointment. It also prolongs the pet’s discomfort and increases the risks of secondary complications such as pyoderma or otitis due to uncontrolled allergic dermatitis.

For more interesting information about market research and how it impacts your daily veterinary practice, check out this episode of The Derm Vet podcast!

This podcast was sponsored by Zoetis. Zoetis is dedicated to changing the way we approach canine pruritus to protect the bonds between the pet, the owner, and the veterinary team. Visit ScienceofStrongerBonds.com for more information.


Do not use Apoquel in dogs less than 12 months of age or those with serious infections. Apoquel may increase the chances of developing serious infections and may cause existing parasitic skin infestations or pre-existing cancers to get worse. Consider the risks and benefits of treatment in dogs with a history of recurrence of these conditions. New neoplastic conditions (benign and malignant) were observed in clinical studies and post-approval. Apoquel has not been tested in dogs receiving some medications, including some commonly used to treat skin conditions such as corticosteroids and cyclosporines. Do not use in breeding, pregnant, or lactating dogs. The most common side effects are vomiting and diarrhea. Apoquel has been used safely with many common medications, including parasiticides, antibiotics, and vaccines. For more information, please see the full Prescribing Information at Apoquel.com/pi.

Apoquel Indications

Control of pruritus (itching) associated with allergic dermatitis and control of atopic dermatitis in dogs at least 12 months of age.

Cytopoint Indications

Cytopoint has been shown to be effective for the treatment of dogs against allergic dermatitis and atopic dermatitis.