For far too long we have subjected our dogs to wearing the cone of shame when we need to apply medicines that we do not want them to lick or rub off. This is a failure of our ability to apply user centered design principles to the drug development process. It is not only in technology that the user interface and user experience is paramount to customer satisfaction. Drug developers need to take into account the patient experience when a product is used. The effectiveness of a product is not simply about the active pharmaceutical ingredient but whether it is in a form the patient is willing to use. Innovation in topical drug development offers more opportunities to satisfy patient needs in forms that are non-greasy and without residue.