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Featuring: Anthony Borrelli, Executive Director of Endoscopy Product Marketing, FUJIFILM Healthcare Americas Corporation
Each year, about 150,000 Americans are diagnosed with colorectal cancer.
The incidence of colorectal cancer has been on the rise for more than two decades, underscoring the increasing pressure and responsibility of endoscopists to educate, screen, and treat patients on this disease. Fortunately, there are different types of screening methods available, including next-generation endoscopic technology that enables physicians to detect lesions earlier and more accurately.
As a leader in the field with a longstanding history of imaging innovation, Fujifilm is committed to arming physicians with the tools they need to aid in preventing disease progression and help improve colorectal cancer outcomes. In observance of Colorectal Cancer Awareness Month, we sat down with Anthony Borrelli, Executive Director of Endoscopy Product & Marketing at FUJIFILM Healthcare Americas Corporation to raise awareness of CRC and screening methods, discuss current trends associated with the disease, and explore Fujifilm’s endoscopic technologies for CRC screening and treatment.
In America, Colorectal cancer (CRC) is the third most common cancer in both men and women, and the second most deadly cancer in men and women combined. The American Cancer Society estimates approximately 154,270 new cases of CRC in 2025.
Statistics for this disease are alarming, but with proper screening, CRC can be preventable, treatable, and beatable. In fact, nearly 70% of colorectal cancer (CRC) deaths could be prevented through regular screening.
There are several screening tests to detect colorectal cancer, including colonoscopy, Fecal Immunochemical Test (FIT), and CT colonography.
Colonoscopy is widely considered the gold standard for colorectal cancer screening due to its ability to visualize the entire colon and high accuracy in detecting and removing precancerous polyps. However, screening is only as good if patients are getting screened. Recent statistics show that people ages 45-49 were not keeping up with regular CRC screening, with less than 20% being up to date. This is a big problem.
Additionally, the industry is seeing an alarming increase in young adults below the age of 45 getting diagnosed with CRC. This is troublesome as the eligibility age to receive a colonoscopy is age 45, unless a patient has a family history of the disease or potential symptoms. It’s vital that younger patients are aware of this trend in CRC and speak to their provider if they have any concerns.
Fujifilm introduced its first endoscope in 1985. Since then, we’ve made tremendous strides in image quality, enhancements, and ergonomics.
Fujifilm’s comprehensive line of ELUXEO® 700 Series Colonoscopes leverages the power of LED Multi-light technology to provide endoscopists with unparalleled visualization capability and exceptional retroflection to enable optimal detection in both routine and complex procedures. In recent years, we launched the G-EYE® 700 Series Colonoscopes, which integrates a reusable balloon onto a standard colonoscope, allowing the endoscopist to inflate it during withdrawal. This process helps to flatten the colon folds and improve visibility of potential polyps.
Our 700 Series and the G-EYE® 700 Series scopes are compatible with Fujifilm’s ELUXEO® Endoscopic Imaging System. This system is Fujifilm’s LED Multi-Light illumination technology, which enables high quality White Light images displayed in full HD, as well as two additional imaging modes: Linked Color Imaging (LCI®) and Blue Light Imaging (BLI), which gastroenterologists can toggle between in real-time depending on the procedure and clinical findings. Both imaging modes offer enhanced visualization and characterization of gastrointestinal lesions, improving detection rates and diagnosis accuracy.
The industry is seeing that AI is playing a vital role in diagnosing colorectal cancer by improving the accuracy and efficiency of polyp detection and characterization during colonoscopy.
In 2024, Fujifilm released CAD-EYE®, an AI detection system for endoscopic imaging that enables real-time detection of polyps and adenomas during colonoscopy procedures. The technology is designed to support detection of lesions that may be easiest to miss, such as flat lesions, and multiple lesions present in a single frame. When a suspicious polyp is detected by CAD EYE, the physician is automatically given both visual and auditory alerts.
Since the launch of the novel AI endoscopic imaging system, we’ve received outstanding feedback from GI doctors and recognized industry leaders on their clinical findings with the technology. Additionally, studies confirm CAD EYE can lead to meaningful advances in colorectal cancer diagnosis.
At Fujifilm, we firmly believe that it’s imperative for all stakeholders to participate in educational efforts that aim to increase awareness, promote screening and empower individuals to make informed decisions about their health. Over the years, Fujifilm has collaborated with several leaders and advocacy organizations in the space, like the American Society of Gastroenterologists (ASGE) and non-profit advocacy group, Fight CRC.
With our collective voices, technology vendors and healthcare professionals can help take the stigma out of colonoscopy and motivate more people to get screened. And for those who are not eligible for colonoscopy, more education is needed around the availability and efficacy of stool-based tests.
Anthony Borrelli, Executive Director of Endoscopy Product and Marketing for FUJIFILM Healthcare Americas Corporation.