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 out
- Event overview (2-3 sentences): What, when, where, why it matters
- Value proposition (2-3 bullets): What they’ll gain by attending
- Logistics (brief): Date, location, virtual/in-person, time commitment
- Call to action (1 sentence): Clear RSVP request with deadline
- Closing: 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 |
