Atopic dermatitis is a common dermatological condition characterized by dry, itchy, and inflamed skin. It likely results from a combination of genetic, immunological, and environmental factors, and is often associated with asthma and/or allergic rhinitis. Onset is commonly within the first year of life, with up to 90% of cases evident by five years of age.1 Although the condition spontaneously clears in about 40% of children before adolescence, it can also remain quiescent and reappear in adulthood.¹ Atopic dermatitis can cause great distress to both patients and their families, yet its importance is generally underrecognized and patients are often dissatisfied with their care and treatment outcomes. Medical Crossfire recently convened a panel of national experts in dermatology and pediatrics to discuss the impact of this disease and to review current clinical strategies for individualizing treatment and improving outcomes.