Cattle producers and animal health professionals are increasingly frustrated by the inability to reduce the impacts of bovine respiratory disease (BRD). Improved BRD control is difficult due to the complex nature of the disease; the complexity of cattle industry structure and function; and the imbalance of economic incentives for enhanced BRD control. Success in improving BRD control will depend on an industry-wide comprehensive effort to address lifetime animal health issues as well as correcting or offsetting imbalances in economic benefits and costs for enhanced animal health management across cattle production sectors.