Atopic dermatitis is a lifelong inflammatory dermatitis.     The best approach is a proactive one, that utilizes pharmacologic and biologic therapies individualized to each patient and owner.   Controlling flare factors is essential throughout the life of the dog.   Dogs do best when we give our clients realistic expectations, and an understanding that flares WILL happen.   The reactive approach, treating flares rather than trying to minimize them, leads to progression of the disease, client dissatisfaction, and loss of client trust.   Using case examples, we will look at lifelong management of this frustrating disease, emphasizing the importance of parasite control, infection control, skin barrier repair, and control of itch and inflammation.