Johnson & Johnson shines a light on what IBD patients can’t see, but should care about

Ahead of world inflammatory bowel disease (IBD) day, Johnson & Johnson has launched an immersive “Gut tunnel” experience in Singapore, aiming to raise awareness of endoscopic remission as a key but often overlooked treatment goal in IBD. 

The initiative forms part of its ongoing "Dual control" campaign across Asia Pacific, which encourages people living with IBD to manage both symptoms and long-term disease progression in partnership with their doctors.

CD (Crohn’s Disease) and UC (Ulcerative Colitis), the two main forms of IBD, affect around 10 million people globally, with rising prevalence across Asia. In Singapore, an estimated 3,000 people live with the condition.

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Typically emerging in adolescence, IBD can cause symptoms such as abdominal pain, diarrhoea, and blood in stool. However, the condition is often driven by underlying gut inflammation that can persist even when symptoms appear controlled.

The “Gut tunnel” experience is designed to translate this hidden disease activity into a tangible journey, reinforcing the message that symptom relief does not always equal disease control.

New findings presented at Digestive Disease Week 2026 underline the clinical importance of endoscopic remission, defined as the absence of disease activity seen during a colonoscopy.

According to the data, ulcerative colitis patients achieving endoscopic remission had a 68% lower risk of symptom worsening and were four times less likely to require IBD-related surgery. Crohn’s disease patients saw a 41% lower risk of symptom worsening, were three times less likely to need surgery, and had reduced steroid use.

Despite these outcomes, more than 60% of people living with IBD are unaware of endoscopic remission as a treatment target, pointing to a significant patient knowledge gap.

To address this gap, Johnson & Johnson has developed an "IBD patient conversation guide", available in English, Simplified Chinese and Korean, to support discussions between patients and healthcare professionals on long-term treatment goals.

The company also hosted an APAC "IBD patient dialogue" in Singapore on 17 May, bringing together 14 patient advocacy leaders from 11 organisations across Asia Pacific and the US to discuss unmet patient needs and improve support frameworks for those living with the condition.

“We share a common goal to help people with IBD achieve more than symptom relief and advance toward deeper disease control,” said Earl Dancel, vice president of commercial strategy, Asia Pacific strategy office, Johnson & Johnson Innovative Medicine Asia Pacific.

He added, “For more than 30 years, we have driven scientific innovation in IBD and remain committed to supporting shared decision-making to empower patients to speak up, align on treatment goals, and help people with IBD pursue what matters most in their lives.”

Speaking on the "Gut tunnel", Shim Hang Hock, consultant gastroenterologist, Acorn Gastroenterology, Singapore said, "Symptom improvement does not necessarily indicate that inflammation has resolved. The 'Gut tunnel' experience helps make this invisible disease activity visible and understandable, helping patients recognise why deeper treatment goals such as endoscopic remission matter."

Building on its broader patient empowerment efforts, Johnson & Johnson previously launched its “Dual control” campaign across Asia Pacific to encourage people living with inflammatory bowel disease (IBD) to better manage their condition while still pursuing life goals.

At the centre of the initiative is a patient empowerment video titled “#MyDualControl: Don’t let IBD put your dreams on hold”, which features real conversations between patients and healthcare professionals and highlights the role of shared decision-making in improving outcomes.

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