Atopic dermatitis (AD) is its fancy name, eczema is how you know it and my oh my can it be a pain in the behind. The prevalence of eczema in the western world is soaring. Children raised in western homes have up to a 20% risk of contracting AD - this is huge. Why oh why when we have such a developed health system, is our rate of allergic conditions like eczema on the rise? #EczemaRash