Johnson & Johnson Launches Campaign to Empower IBD Patients in Asia

Johnson & Johnson has unveiled the “Dual Control” campaign across the Asia Pacific region, aiming to empower individuals with inflammatory bowel disease (IBD) to effectively manage their condition while pursuing their life goals. Launched on September 30, 2025, the initiative seeks to improve awareness of shared decision-making in healthcare, emphasizing its role in achieving sustained endoscopic remission.

The campaign comes in response to new research indicating that even when patients with Crohn’s disease experience clinical remission, they still suffer from significant work impairment. According to a sub-analysis of the iCREST-CD study in Japan, presenteeism among these patients stands at 25.7%, compared to 20.1% in the general population. This highlights the urgent need for enhanced disease management strategies that promote deeper remission.

Understanding the Impact of IBD

IBD, which encompasses Crohn’s disease and ulcerative colitis, affects approximately 10 million individuals globally, with increasing prevalence in Asia. Symptoms typically emerge during adolescence and can include diarrhea, abdominal pain, and blood in stool. These symptoms can severely impact education, careers, and personal relationships, forcing many patients to lead a “double life” by appearing normal while struggling internally.

Despite advancements in treatment, only 10% of patients with Crohn’s disease achieve sustained clinical remission. Additionally, less than 40% of patients are familiar with the concept of “mucosal healing,” which refers to the absence of active disease observed during a colonoscopy. This gap in understanding between patients and healthcare providers could hinder effective treatment outcomes.

Dr. Kenji Watanabe, a prominent figure in IBD research at the University of Toyama in Japan, stresses the importance of shared decision-making. He states, “The disconnect on treatment goals highlights the need for shared decision-making to help elevate IBD care.” Establishing a strong, communicative relationship between patients and clinicians is essential for bridging this knowledge gap.

Empowering Patients Through Education

The Dual Control campaign is designed to provide a wealth of educational resources tailored for IBD patients across the Asia Pacific. Initiatives include a patient empowerment video titled #MyDualControl, which features dialogues between healthcare providers and patients. In China, the #YouSeeUC digital program aims to debunk myths surrounding remission and promote collaborative decision-making.

Ms. Nidhi Swarup, President of the Crohn’s & Colitis Society of Singapore and a patient with Crohn’s disease for over a decade, highlights the need for comprehensive care. “When patients have access to clear information and feel supported, we can actively participate in our care and work towards our personal goals,” she explains.

Despite a global preference for shared decision-making—over 80%% of both patients and physicians support this approach—its implementation remains limited in Asia. Surveys show that 53%% of patients in Japan fear asking too many questions, while 30%% of patients in China express dissatisfaction with the depth of consultations.

Dr. Yan Chen, Co-Founder of the China Crohn’s and Colitis Foundation, emphasizes the transformative potential of shared decision-making. “This enables doctors to tailor treatments, helping patients manage their condition and pursue their aspirations,” he notes. To facilitate this, the foundation is enhancing patient education through digital tools and social media, providing essential information in a more accessible format.

Earl Dancel, Vice President of Commercial Strategy at Johnson & Johnson Innovative Medicine Asia Pacific, underscores the campaign’s mission: “When patients are empowered with the right information and actively participate in their care, endoscopic remission becomes more than a possibility—it becomes a meaningful path to dual control.”

The campaign’s educational resources are designed to bridge existing gaps in care and communication, ultimately helping patients reclaim not only their health but also their aspirations. As the Dual Control campaign unfolds, it represents a significant step forward in the journey toward effective IBD management across the region.