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Dechra Launches Hard-hitting Cushing’s Campaign

4 months ago

12th November, 2023 12h39


Dechra, manufacturer of Vetoryl, has unveiled a hard-hitting nationwide campaign to raise awareness of Cushing’s syndrome amongst dog owners and drive them to vet practices for diagnosis, treatment and monitoring.

The news follows a recent survey of 1,000 UK dog owners1 that revealed that over three-quarters (77%) would put many of the top ten signs of Cushing's down to ‘old age’, meaning that their beloved dog could be left suffering for a long time, seriously affecting their quality of life.

For every 100 cases of Cushing’s syndrome treated, a further 57 are suspected but not diagnosed2 with health issues just seen as symptomatic of dogs ‘getting old’ and owners unable to spot the many varied signs of the disease.

The ‘Prime Suspects’ campaign will encourage dog owners to become a ‘Cushing’s Detective’ and look out for signs in their dogs in an imaginative and engaging way.  A series of characters have been developed to educate dog owners about the many signs of Cushing’s such as: hair loss, excessive urination, increased appetite, excessive panting and lethargy.  The characters featured in the campaign include Panting Patsy, Leaky Larry, Lazy Lynn, Greedy Gus and Little Patch.

A nationwide pet-focused multimedia campaign will support the ‘Prime Suspects’ initiative and will include TV and print advertising, online banners, pay per click advertising and social media to engage owners and encourage them to seek advice from their vet if they suspect Cushing’s in their dog.

To further support vet practices, Dechra has launched Cushing’s Connect, a new digital platform single resource hub to help vets keep up to date with current best practice in managing Cushing’s.  The hub features information and tools to enhance diagnostic protocols; advice and literature covering pathophysiology, diagnosis and ongoing case management including treatment protocols and monitoring schedules; and interactive guides and videos by top veterinary specialists. A comprehensive client communication toolkit is also available consisting of owner focused resources to encourage dog owners to spot the signs and seek help from their vet.

Sarah Musgrave, companion animal brand manager at Dechra, says: "Our research identified that 48% of dog owners worry about their pet’s health and welfare more than their own1, however owners are often unable to spot the many varied signs of Cushing’s, as they are simply put down to dogs getting old or undesirable behaviour.  Our ‘Prime Suspects’ campaign will help address this by highlighting the many signs of Cushing’s amongst dog owners and drive them to seek help and advice from their vet, while our Cushing’s Connect hub will help vets keep up to date with current best practice.”

For further information, please go to the Cushing’s Connect hub - - or contact your local Dechra territory sales manager.


  1. Dechra survey of 1,000 dog owners.  July 2023
  2. CM Research June/July 2018

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