Update: Please see these blog and podcast interviews for more information about the rationale for the Path of the Blue Eye Project:

• Interview on the blog Pixels and Pills
• Blog post on Kru Research’s Weblog
• Interview on the blog Spare Change
• Interview conducted for the Pharma Marketing News podcast

When I was in college, I vividly remember people discussing an interesting phenomenon that I’m told persists to this day.  My undergraduate institution, Amherst College was (and is) wonderfully diverse.  People of various backgrounds, opinions, and interests collaborated regularly.  However, at mealtimes, Amherst became a strangely segregated place.  An observer walking across the main campus dining hall would see people grouped together — almost exclusively — by ethnic background, interest (e.g., sports, theatre, music, dance), and nationality.

I never liked the fact that the school’s population was so divided during mealtimes.  Being naturally curious about others, I made a conscious decision to take my meals with a different set of people each week.  I’m glad I did because I learned a lot from others from very different backgrounds and perspectives.  The conversations I had with jocks, liberals, conservatives, gays, international students, and others were always interesting and thought provoking.

Likewise, people in health marketing communications often “eat” at separate tables.  For example, many pharmaceutical industry emarketers rarely collaborate with social marketers working at non-profits or government agencies.  Moreover, some health marketers working in the United States do not have ready access to learnings from those in China, France or Brazil.

In addition, while the Internet is forcing health marketers to eat at the same table, a lot more needs to be done.  This is why I started the Path of the Blue Eye Project.

What is the Objective of the Project?

The objective of the Path of the Blue Eye Project is to smash silos and encourage collaboration among health marketing communications professionals from around the world.  I plan to achieve this in two ways:

1. Produce a collaborative blog (this one!) featuring insights from a broad range of knowledgeable health marketing practitioners.  Click here to learn more.
2. Build a unique online community where people can quickly and easily develop and share data, case studies, and other informative content.

What’s Up With The Comic?

The Path of the Blue Eye comic is designed to:

1. Communicate the core principles of the Path of the Blue Eye project in an entertaining and engaging way.
2. Attract a global audience of health marketing communications pros to the project.
3. Give marketers first-hand experience with some of the key technologies and strategies that are currently transforming marketing, including mobile and transmedia storytelling.

Most of all, the comic is designed to be fun! If people enjoy it, we’ll continue the story.

Now It’s Up To You

I hope you’ll join my quest to encourage health marketing communications pros from around the world to eat at the same table.  If you want to get started now, please:

• Consider becoming a contributing author to this blog (click here to learn more
• Explore and think about joining our growing online community of health marketers

How does online and social media health content spark action? A new tool, enmoebius, provides answers. Click here to learn more.

Read More from Walking the Path:

1. Get the Path of the Blue Eye Project Widget!
2. Why We’re Supporting First Book: A Personal Story
3. Giving Thanks: How YOU Are Bringing the Path of the Blue Eye Project to Life