Why Invitation Strategy Matters The difference between a 30% and 60% RSVP rate often comes down to execution, not the event itself. This guide covers proven tactics for medical device events.
Timing: When to Send Initial Invitation Timeline Event Type Send Initial Invite Why Advisory Board 6-8 weeks before KOLs have busy schedules, need advance notice Conference/Symposium 8-12 weeks before Allow time for travel planning Training/Workshop 4-6 weeks before Shorter commitment, less lead time needed Webinar 2-4 weeks before Lower commitment, shorter planning cycle
Best Days and Times Factor Recommendation Rationale Day of week Tuesday-Thursday Monday = inbox overflow, Friday = weekend mode Time of day 9-10 AM local time Caught during morning email review Avoid Monday mornings, Friday afternoons Low engagement periods
In MedStrato, use the Send Time setting when scheduling campaigns. Choose “Morning (9 AM)” or “AI Optimal” for best results.
Follow-up Cadence Recommended Sequence Touchpoint Timing Purpose Initial invitation 6-8 weeks out Announce event, request RSVP Reminder 1 4 weeks out Gentle reminder for non-responders Reminder 2 2 weeks out Urgency messaging, deadline approaching Final reminder 1 week out Last chance, waitlist mention Confirmation 2-3 days out Logistics for confirmed attendees Day-of reminder Morning of event Final details, virtual link
How to Set Up in MedStrato
Go to Events → Select your event
Click Automation tab
Enable automated reminders:
Pre-event reminders (1 week, 1 day)
Confirmation to registered attendees
Use Invitations tab to manually trigger additional touchpoints
Subject Lines That Work Principles Do Don’t Lead with value proposition Start with company name Include event name and date Use vague language Create urgency when appropriate Use ALL CAPS or excessive punctuation Personalize when possible Be generic
Templates by Event Type Advisory Board:
“Invitation: [Topic] Advisory Board – [City], [Date]”
“[First Name], join our [Topic] Advisory Board”
“Your expertise requested: [Topic] Advisory Board”
Conference/Symposium:
“[Conference Name] – Save the Date: [Date]”
“Speaking opportunity: [Conference Name] in [City]”
“Join us at [Conference Name] – Early registration open”
Reminder emails:
“Reminder: [Event Name] RSVP requested by [Date]”
“[First Name], have you registered for [Event Name]?”
“Only [X] spots remaining for [Event Name]“
Personalization Variables in MedStrato Use these variables in your email templates:
Variable Output {{first_name}}Recipient’s first name {{last_name}}Recipient’s last name {{full_name}}Recipient’s full name {{title}}Professional title {{company}}Institution/company name {{event_name}}Event title {{event_date}}Event date {{event_location}}Event venue
Email Content Best Practices Structure
Opening (1-2 sentences): Personal greeting, reason for reaching outEvent overview (2-3 sentences): What, when, where, why it mattersValue proposition (2-3 bullets): What they’ll gain by attendingLogistics (brief): Date, location, virtual/in-person, time commitmentCall to action (1 sentence): Clear RSVP request with deadlineClosing : Thank you, contact for questions
Length Guidelines Event Type Ideal Length Advisory Board 200-300 words Conference 150-250 words Webinar 100-150 words Reminder 50-100 words
Sample Email: Advisory Board Invitation Subject: Invitation: Structural Heart Innovation Advisory Board – Boston, March 15 Dear Dr. [Last Name], I hope this message finds you well. Given your expertise in structural heart interventions and your leadership in advancing TAVR outcomes, I would like to invite you to participate in our upcoming Advisory Board. **Event Details** - Topic: Next-Generation Valve Technologies - Date: March 15, 2025 - Location: Boston, MA (dinner included) - Duration: 4 hours **Why Attend** - Shape the development roadmap for emerging valve technologies - Exchange insights with 10-12 leading structural heart specialists - Receive early access to clinical data and product concepts We would be honored to have your perspective at this meeting. Please confirm your availability by February 15 by replying to this email or clicking the RSVP link below. [RSVP Button] Thank you for considering this invitation. Please don't hesitate to reach out with any questions. Best regards, [Your Name]
Handling Non-Responders Escalation Strategy Stage Action Template After Reminder 1 Phone call attempt ”Calling to ensure you received the invitation…” After Reminder 2 Personal email from senior leader Executive-level outreach After Final Reminder Accept non-response Move to future event consideration
Segment Non-Responders In MedStrato:
Go to Events → Select event
Filter attendees by status: Pending
Review for patterns:
Same institution? Try different contact.
Historical non-responder? Adjust expectations.
Wrong email? Verify contact info.
Metrics to Track Invitation Funnel Metric Calculation Benchmark Delivery rate Delivered / Sent >95% Open rate Opened / Delivered 40-60% Response rate Responded / Opened 30-50% Confirmation rate Confirmed / Responded 70-80%
In MedStrato View these metrics on the Events dashboard:
RSVP breakdown: Confirmed / Tentative / Declined / Pending
Invitation funnel: Sent → Delivered → Opened → Responded
A/B Testing Ideas Test these elements to improve performance:
Element Test Variants Subject line Value-focused vs. urgency-focused Send time Morning vs. afternoon From name Individual name vs. company name CTA button ”RSVP Now” vs. “Confirm Attendance” Email length Detailed vs. concise
Start with subject line tests—they have the highest impact on open rates.
Common Mistakes to Avoid Mistake Impact Solution Sending too early Forgotten by event date Follow recommended timeline Too many reminders Annoyance, unsubscribes Cap at 3-4 touchpoints Generic subject lines Low open rates Personalize and add specificity No clear CTA Confused recipients One clear action per email Missing logistics Follow-up questions Include all essential details Ignoring timezone Wrong send time Use recipient’s local time
Events Dashboard Complete event management guide.
Event Details Manage attendees, agenda, and invitations.
Email Templates Campaign email template guide.
Event Management Lifecycle End-to-end event workflow.
