Johnson & Johnson Launches Campaign to Empower IBD Patients in Asia Pacific

Johnson & Johnson has launched the **Dual Control** campaign across the Asia Pacific region, aiming to empower patients with inflammatory bowel disease (IBD) to manage their health while pursuing their life goals. This initiative comes in response to new research indicating that individuals with Crohn’s disease, even when in clinical remission, experience significant work impairment compared to the general population.

The campaign promotes enhanced shared decision-making, encouraging patients to strive for **sustained endoscopic remission**, which is defined as the absence of active disease during a colonoscopy. This approach is crucial for enabling patients to take control of both their health and personal aspirations.

In Asia alone, approximately **10 million people** are affected by IBD, which includes Crohn’s disease and ulcerative colitis. The incidence of these conditions is rising, especially among adolescents. IBD often leads to debilitating symptoms, such as diarrhea, abdominal pain, and blood in stool, which can hinder education, career development, and personal relationships.

Recent findings from an analysis of the iCREST-CD study in Japan revealed that **25.7%** of patients with Crohn’s disease in clinical remission experience presenteeism—an impairment in work performance—compared to **20.1%** in the general population. This statistic underscores the necessity for more effective disease management strategies that not only focus on symptom relief but also aim for deeper remission.

Despite advancements in IBD treatments, less than **40%** of patients are familiar with the term “mucosal healing.” This highlights a significant knowledge gap between patients and healthcare providers regarding treatment goals. According to **Dr. Kenji Watanabe**, a professor specializing in IBD at the University of Toyama in Japan, fostering a trusted relationship between patients and clinicians is essential. He stated, “The disconnect on treatment goals highlights the need for shared decision making to help elevate IBD care.”

The disparity in understanding remission is notable; while patients often view it as symptom resolution, physicians rely on diagnostic tests. Achieving endoscopic remission correlates with improved quality of life and reduced hospitalization rates. **Ms. Nidhi Swarup**, President of the Crohn’s & Colitis Society of Singapore, emphasized the importance of accessible information and support for patients. “When patients have access to clear information and feel supported, we can actively participate in our care and work towards our personal goals,” she said.

Despite a global preference for shared decision-making among **over 80%** of IBD patients and healthcare providers, challenges remain. In Japan, **53%** of patients express concerns about asking too many questions during consultations. Similarly, **30%** of patients in China are dissatisfied with the depth of discussions with their doctors.

**Dr. Yan Chen**, Co-Founder of the China Crohn’s and Colitis Foundation, highlighted the potential of shared decision-making to tailor treatments to individual patient needs. He noted that enhancing patient education through digital tools and social media could improve access to vital information.

The Dual Control campaign features various educational resources, including a patient empowerment video titled **#MyDualControl**, which portrays conversations between healthcare professionals and patients. Additional initiatives include the **#YouSeeUC** digital program in China, which aims to dispel myths surrounding remission, and educational content in Japan offering guidance on managing a “Work-Sick Balance.”

**Earl Dancel**, Vice President of Commercial Strategy at Johnson & Johnson Innovative Medicine Asia Pacific, stated, “Our goal for this campaign is to bridge care and communication gaps, helping patients not just manage their disease but reclaim the life and dreams they deserve.” By equipping patients with knowledge and support, the campaign aspires to turn the pursuit of endoscopic remission into a tangible reality for those living with IBD.

As the incidence of IBD continues to rise in Asia, initiatives like the Dual Control campaign play a pivotal role in fostering a deeper understanding of the condition and enhancing the quality of care available to patients.