Johnson & Johnson Empowers IBD Patients with New Campaign

Johnson & Johnson has launched the **Dual Control Campaign** in the Asia Pacific region, aiming to empower patients with inflammatory bowel disease (IBD) to manage their health and personal aspirations effectively. The initiative seeks to raise awareness about shared decision-making and its role in achieving sustained endoscopic remission for conditions like Crohn’s disease and ulcerative colitis.

Recent research indicates that individuals living with Crohn’s disease experience significant work impairment, even when in clinical remission. This highlights a pressing need for comprehensive disease management strategies that facilitate deeper remission and enhance patients’ quality of life. The campaign is particularly timely, considering that IBD affects around **10 million people globally**, with increasing prevalence in Asia.

Understanding the Impact of IBD

IBD, which encompasses Crohn’s disease (CD) and ulcerative colitis (UC), can begin in adolescence and is characterized by symptoms such as diarrhea, abdominal pain, and fatigue. These challenges often disrupt patients’ education, careers, and personal relationships, leading many to navigate a “double life” where they appear healthy while facing ongoing struggles.

According to findings from the **iCREST-CD study** conducted in Japan, even among patients with CD who are in clinical remission, presenteeism—defined as impairment while working—remains alarmingly high at **25.7%**. This figure contrasts with **20.1%** among the general population, underscoring the necessity for improved disease management approaches.

Despite advancements in IBD treatments, a significant gap remains in patients’ understanding of key concepts like “mucosal healing,” which refers to the absence of active disease visible during a colonoscopy. Fewer than **40%** of patients have heard of this term, which emphasizes the importance of education and communication in treatment.

Bridging the Knowledge Gap

Dr. **Kenji Watanabe**, a prominent figure in IBD research from the University of Toyama, emphasizes the critical role of shared decision-making in IBD care. He states, “A trusted relationship and open communication between patients and clinicians are essential to bridge this knowledge gap.” This approach aims to empower patients to actively participate in their treatment decisions, ultimately enhancing their quality of life.

The campaign also addresses the discrepancies in how remission is defined by patients and healthcare providers. While patients often equate remission with symptom resolution, physicians rely on clinical evaluations. This misunderstanding can influence treatment expectations and outcomes. Achieving endoscopic remission has been linked to improved quality of life and lower risks of surgery and hospitalization.

Ms. **Nidhi Swarup**, President of the Crohn’s & Colitis Society of Singapore and a long-time patient, highlights the overwhelming nature of living with IBD. She notes, “When patients have access to clear information and feel supported, we can actively participate in our care and work towards our personal goals.” This sentiment underscores the campaign’s focus on providing accessible educational resources.

Despite a global preference for shared decision-making among more than **80%** of IBD patients and physicians, significant barriers persist in Asia. For instance, **53%** of patients in Japan express concerns about asking too many questions, while **30%** of patients in China feel dissatisfied with the quality of dialogue during consultations.

Dr. **Yan Chen**, Co-Founder of the China Crohn’s and Colitis Foundation, advocates for enhanced patient education through digital tools and social media. He believes that fostering effective communication between patients and doctors can lead to tailored treatment plans, enabling patients to manage their condition while pursuing their personal aspirations.

Earl Dancel, Vice President of Commercial Strategy at Johnson & Johnson Innovative Medicine Asia Pacific, stated, “Building on three decades of commitment to IBD innovation, our goal of this campaign is to bridge care and communication gaps, helping patients not just manage their disease but reclaim the life and dreams they deserve.”

The **Dual Control Campaign** includes various educational resources, such as a patient empowerment video titled **#MyDualControl**, which features dialogues between healthcare professionals and patients. Additionally, the campaign promotes initiatives like the **#YouSeeUC** digital program in China, aimed at dispelling myths about remission and fostering shared decision-making, alongside educational content tailored for Japanese patients.

Through this multifaceted approach, Johnson & Johnson aims to foster a supportive environment where patients can not only manage their disease but also strive for their aspirations, ultimately redefining the patient experience in IBD care.