Johnson & Johnson Unveils “Dual Control” Campaign for IBD Patients

On September 30, 2025, Johnson & Johnson launched the “Dual Control” campaign in Singapore, aiming to empower patients with inflammatory bowel disease (IBD) to manage both their health and life aspirations effectively. The initiative emphasizes the importance of shared decision-making in achieving sustained endoscopic remission, which is crucial for improving the quality of life for those living with conditions such as Crohn’s disease and ulcerative colitis.

The campaign seeks to address significant gaps in patient knowledge and treatment expectations. According to recent research, even patients in clinical remission from Crohn’s disease experience higher levels of work impairment compared to the general population, with presenteeism at 25.7% among these individuals, as opposed to 20.1% in the general Japanese population. This indicates a pressing need for improved disease management strategies that promote deeper and more sustained remission.

The “Dual Control” campaign is part of a broader effort to raise awareness about IBD and its challenges, which affects approximately 10 million people worldwide. With IBD often beginning in adolescence, its symptoms—including diarrhea, abdominal pain, and fatigue—can severely disrupt daily life, impacting education, careers, and personal relationships. Many patients describe living a “double life,” appearing healthy while grappling with a chronic condition.

Despite advancements in treatment, a concerning statistic reveals that fewer than 40% of IBD patients are familiar with the term “mucosal healing,” which refers to the absence of disease activity seen during a colonoscopy. Dr. Kenji Watanabe, a Professor in the Department of Internal Medicine for IBD at the University of Toyama in Japan, highlighted the disconnect between patient and physician perspectives on treatment goals. He stated, “A trusted relationship and open communication between patients and clinicians are essential to bridge this knowledge gap.”

The campaign also sheds light on the discrepancies in remission definitions, as patients often equate remission with the absence of symptoms, while healthcare professionals rely on clinical evaluations. This misunderstanding can lead to mismatched expectations and treatment outcomes. Notably, achieving endoscopic remission correlates with a better quality of life, reduced risks of surgery and hospitalization, and a greater likelihood of sustained remission.

Nidhi Swarup, President of the Crohn’s & Colitis Society of Singapore, emphasized the importance of holistic care, stating, “When patients have access to clear information and feel supported, we can actively participate in our care and work towards our personal goals.” Despite the global support for shared decision-making—over 80% of patients and physicians advocate for it—there remains a significant gap in its application across Asia. Surveys indicate that 53% of patients in Japan hesitate to ask questions during consultations, and 30% in China are dissatisfied with the quality of communication they receive.

Dr. Yan Chen, Co-Founder of the China Crohn’s and Colitis Foundation, noted that enhancing patient education through digital tools and social media could bridge some of these gaps. “Shared decision-making enables doctors to tailor treatments, helping patients manage their condition and pursue their aspirations,” she added.

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.” The campaign will provide various educational resources, including patient videos, digital programs, and expert advice aimed at improving the “work-sick balance” for IBD patients.

As the “Dual Control” campaign unfolds, it promises to be a significant step toward empowering patients with IBD, helping them achieve both health and personal fulfillment through informed decision-making and collaborative care.