Our Story
30 years of veterinary experience.
Inside every chew.
Who is Doc Itchy?
Doc Itchy got his name while teaching at the College of Veterinary Medicine decades ago. Doc Itchy has spent over 30 years researching and learning the best treatments for allergy and dermatology. He has traveled the world sharing and teaching what he learned.
Seeing a Problem
There is a lack of clear, accurate medical information and treatments available to pet owners. Most of the information available online about pet products suggest the wrong ingredients at the wrong doses, which completely fails to treat and prevent your pet's disease or symptoms.
Starting Local
Doc Itchy became frustrated with his pet's parents wasting time and money on ineffective products and misleading advertising. He searched for and tested almost all available over-the-counter products, but could not find any clinically-effective products based on the proven medical research. Doc Itchy decided to step-in by making his own home-grown in-house treatment formulas using the highest quality proven ingredients while making sure his patients loved the flavor too.
A Magic Success
In 2021, Doc Itchy had another idea. He enlisted the help of his now accomplished adult children to help bring Doc Itchy's treatment formulas to more than just his local patients, but also to you and your pets at home. Every Doc Itchy treatment is based on current medical research published in peer-reviewed veterinary medical journals.
Meet
Dr. Keith Hnilica
Board-certified veterinary dermatologist
For over 30 years, Dr. Hnilica has been diagnosing and treating allergic skin disease in pets, teaching veterinarians, and advancing clinical research. Every Doc Itchy formula begins with real science and real-world clinical experience.
- 1993
Doctor of Veterinary Medicine
University of Tennessee College of Veterinary Medicine
- 1994 – 1997
Small Animal Internship & Dermatology Residency
Auburn University
- 1997
Master of Veterinary Medicine
Board-Certified Member, American College of Veterinary Dermatology (ACVD)
- 2000
Lilly Teaching Fellowship
University of Georgia
- 2007
Master of Business Administration
University of Tennessee
University Appointments
University of Georgia
Faculty • 3 Years
University of Tennessee
Faculty • 8 Years
Lincoln Memorial University
Faculty • Present
Why this matters?
Designed around what works.
Research first
Not marketing
Meet Henry
Henry the Helper is Doc Itchy's puppy ambassador, traveling the country and meeting the many new patients who have been helped by Doc Itchy's products. Every treatment formula has medical science data and is clinically proven on 100s of DocItchy's clinical patients. However, not a single formula is recommended for your pet until it receives Henry's paw-print of approval.
Give Henry a bark on Instagram at @henry_thehelper
Links & resources