“No plan survives contact with the enemy.”
– Helmuth von Moltke (paraphrased)
Von Moltke actually said “No plan of operations extends with any certainty beyond the first contact with the main hostile force.” That does not translate well into medical marketing, but the sense of it does.
You can plan carefully, but ultimately you need to adapt. This is why Eastmond Medicomm does not spend hours of client time producing ‘perfect’ medical communcation and publications plans with beautiful Gantt charts and pages of wishful thinking. We produce plans inspiring plans that are also pragmatic, and are delivered in a manner that understands that everything changes all the time.