Exploring Pet Owner Preferences in Order to Assess the Role of Cost and Quality of Life in Anti-Pruritic Treatment Plan Selection for Dog Owners

A web-based quantitative survey tested pet owners' preferences and willingness-to-pay for canine anti-pruritus therapies, and for improvements in pruritus-related quality of life. This survey was designed using findings from recent research into quality of life in pruritus, interviews with pet owners and veterinarians, and clinical and cost data. The survey was completed by 251 dog owners in the United Kingdom. A total of 46-47% were willing to pay to improve individual concepts of pruritus-related quality of life, including comfort, scratching behavior, and appearance. Instituting treatment to manage pruritus and the investigation of pruritus causes were considered important actions; safety and effectiveness were the most important attributes of therapy. Comparing the administration, effectiveness, safety, and costs of (unbranded) therapy profiles, on average, 63% preferred hypothetical tablet or injectable therapies (with higher cost and improved safety) over corticosteroid treatment for acute pruritus (<i>p</i> < 0.05). Over 50% of respondents preferred the hypothetical therapies in all tested subgroups, and results were similar for chronic pruritus. This research highlighted that many pet owners are willing to pay to improve their pet's quality of life, and to receive comparably effective, yet safer therapies for the management of acute canine pruritus, regardless of insurance status. Veterinarians should consider discussing and offering newly available therapies for acute and chronic pruritus with pet owners where medically appropriate.