Our vet not only gave us a medicated shampoo, but a medicated conditioner as well. This helped us a lot and I also switched his food. Hot Rod had really, really flaky itchy skin when we got him at 15 weeks. Poor baby's ears would flake off in big flakes like fish food! He's all better now, only itches on occasion.
Plus the conditioner smells soooo good and makes his hair so soft and shiney! Good luck with your friends little one. Try isolating different foods but keep in mind, it will take some time before you see results, so tell your friend that this is not a quick cure, it will take time. Good luck.