IBD: Patients Unaware of Key Remission Goal

Ahead of World IBD Day on May 18, 2026, Johnson & Johnson launched the interactive 'Gut Tunnel' experience in Singapore. This initiative, part of the 'Dual Control' campaign, aims to educate IBD patients about endoscopic remission, a vital treatment objective. New data revealed at Digestive Disease Week 2026 highlights that achieving endoscopic remission significantly reduces symptom worsening and the need for surgery in both ulcerative colitis and Crohn's disease patients. Despite these benefits, over 60% of individuals with IBD have not heard of this goal.

The 'Gut Tunnel' installation visually represents invisible inflammation, encouraging patients to pursue deeper healing beyond symptom relief. This aligns with the campaign's message that symptom improvement does not always indicate resolved inflammation. Johnson & Johnson also introduced an 'IBD Patient Conversation Guide' to facilitate shared decision-making between patients and healthcare providers regarding treatment goals.

Inflammatory bowel disease, encompassing Crohn's disease and ulcerative colitis, affects approximately 10 million people globally, with increasing prevalence in Asia. The 'Dual Control' campaign, initiated in 2025, strives to bridge gaps in IBD care by emphasizing long-term disease control and empowering patients to actively manage their condition and life aspirations. Educational efforts are currently underway in seven Asia Pacific markets in 2026.