Solventum
Table of Contents
Section 1.0 — Purpose & Approach
1.1 Playbook Purpose
This 1:1 Account-Based Marketing (ABM) playbook provides STAR Trade Shows & Events with a comprehensive intelligence brief and strategic expansion roadmap for Solventum, a $8.2 billion global healthcare company that spun off from 3M in April 2024. Unlike traditional net-new prospect playbooks, this document focuses on account expansion opportunity—deepening an existing relationship by:
- Identifying untapped business units and decision-makers beyond current STAR touchpoints
- Mapping Solventum's evolving trade show and event priorities post-spinoff
- Developing targeted value propositions addressing healthcare industry-specific needs
- Creating strategic account plan leveraging insider knowledge while expanding footprint
Primary Objective
Expand STAR's relationship with Solventum from current engagement to comprehensive experiential marketing partnership across multiple business units and event programs, targeting $500K+ incremental annual revenue by end of 2026.
1.2 Account Focus & Strategic Context
Why Solventum Represents Strategic Priority:
- Recent 3M spinoff (April 2024): New independent company establishes new vendor relationships, marketing strategies, and budget allocations.
- Substantial healthcare market presence: $8.2B revenue across Medical Surgical, Dental, HIS, and Purification.
- Robust trade show footprint: Healthcare industry is heavily event-driven (HIMSS, RSNA, ADA).
- Corporate transformation momentum: Post-spinoff companies typically reevaluate all strategic partnerships.
- Existing relationship foundation: Current engagement provides credibility and insider access unavailable to competitors.
Account Classification: TIER 1 Strategic Account Expansion (Existing Relationship, High-Value Growth Potential)
1.3 Research Methodology
This playbook synthesizes intelligence from multiple sources:
Public Domain Research
- SEC filings (10-K, 8-K), investor presentations, and earnings calls
- Corporate website and press releases
- Healthcare industry publications and exhibitor directories
- LinkedIn intelligence on organizational structure
Internal STAR Knowledge
- Current engagement details and Account Manager insights
- Historical project performance and client satisfaction metrics
Research Limitations: As a newly independent company (less than 12 months post-spinoff), some organizational details remain in flux. LinkedIn profiles may not yet reflect current Solventum-specific roles.
Section 2.0 — Account Overview
Solventum represents one of the most significant healthcare industry spinoffs in recent history. Understanding the company's structure, performance, and leadership is essential for developing targeted account expansion strategies.
2.1 Company Firmographics
Corporate Profile
Spinoff Rationale & Strategic Context
- Enable focused healthcare strategy: Faster decisions and strategic resource allocation.
- Unlock shareholder value: Separate valuation reduces 3M conglomerate discount.
- Accelerate innovation: R&D priorities aligned solely with healthcare needs.
- Simplify structure: Direct reporting to healthcare-focused CEO Bryan Hanson.
2.2 Financial Performance & Outlook
Revenue & Geographic Mix
- Revenue: $8.2 billion annual run rate.
- Geographic Mix: ~55% United States, ~45% International.
- Operating Margin: Mid-teens (improving from 3M division baseline).
- Growth Target: Mid-single digit organic revenue growth.
Innovation Commitment
Solventum invests ~6% of revenue (~$500M annually) in R&D, demonstrating a massive commitment to innovation leveraging 3M technology heritage.
2.4 Leadership Team & Influence Path
Bryan C. Hanson — Chairman & CEO
Focus: Establishing Solventum brand and driving organic growth.
STAR Relevance: Sets tone for experiential marketing investment and approves major brand initiatives.
TBD — Chief Marketing Officer
Focus: Brand strategy, trade show program oversight, and agency partnerships.
STAR Relevance: PRIMARY DECISION-MAKER for experiential marketing partnerships.
2.5 Current STAR-Solventum Relationship
Status: TO BE COMPLETED UPON HUBSPOT REVIEW & ACCOUNT MANAGER CONVERSATION
Section 3.0 — Strategic Initiatives & Priorities
Solventum's transformation from 3M division to independent healthcare company drives several strategic imperatives focused on autonomy and market leadership. [cite: 194]
3.1 Corporate Strategy Post-Spinoff
CorporateBrand Establishment & Differentiation
Building standalone Solventum brand identity distinct from 3M heritage while leveraging innovation credibility. [cite: 196]
All existing 3M-branded booth systems require replacement—complete trade show portfolio refresh needed. [cite: 202]
Margin Expansion
Improve operating margins from mid-teens toward high-teens through operational efficiency. [cite: 220]
Modular booth systems align directly with margin goals by reducing TCO across the show calendar. [cite: 226]
3.2 Growth Priorities by Business Segment
GrowthMedSurg
- Advanced wound care innovation: Next-gen dressings, negative pressure therapy. [cite: 230]
- Surgical solutions: OR efficiency and infection prevention. [cite: 231]
Dental Solutions
- Digital dentistry: CAD/CAM systems, intraoral scanners. [cite: 237]
- Aesthetic dentistry: Premium restoratives. [cite: 238]
Health Info Systems
- AI-powered clinical documentation: NLP reducing physician burden. [cite: 245]
- Interoperability: Data exchange between disparate systems. [cite: 247]
Purification
- Biopharmaceutical manufacturing: Cleanroom filtration. [cite: 253]
- Life sciences consumables: Single-use systems. [cite: 256]
3.3 Technology & Innovation Focus
InnovationSolventum inherited 3M's legendary R&D culture, investing ~$500M annually in innovation. Each launch requires trade show introduction, hands-on product trials, and clinical evidence. [cite: 260, 268]
STAR Insight: Modular designs enable cost-effective refreshes vs. complete rebuilds for these frequent launch cycles. [cite: 274]
Section 4.0 — Addressable Market & Competitive Analysis
4.1 Target Markets & Customer Segments
Solventum serves distinct customer segments across four business units, each with unique trade show participation patterns.
MedSurg
- Hospitals (acute care, critical access, specialty)
- Value analysis committees and GPOs
- Ambulatory Surgery Centers
- Long-Term Care and Home Healthcare Agencies
Dental Solutions
- General Dentists and Specialists (Endo, Perio)
- Dental Laboratories and Schools
- Dental Service Organizations (DSOs)
Health Info Systems
- Hospital CIOs and CMIOs
- Revenue Cycle Directors
- Payers and Health Plans
- Health Information Exchanges
Purification & Filtration
- Biopharmaceutical and Medical Device Manufacturers
- Hospital Facilities Management (HVAC/Air Quality)
- Research Laboratories and Blood Banks
4.2 Key Personas: Decision Makers & Influencers
Chief Marketing Officer / VP Corporate Marketing
Primary TargetAuthority: Enterprise trade show budget allocation and vendor partnerships.
Cares About: Brand establishment post-spinoff and ROI measurement.
How STAR Wins: Position as strategic partner supporting brand transformation, not a tactical vendor.
Corporate Events Manager
Key InfluencerAuthority: Logistics coordination, vendor management, and on-site execution.
Cares About: Vendor responsiveness, timeline reliability, and budget predictability.
How STAR Wins: Exceptional project management and proactive communication.
Trade Show Coordinator (BU Level)
Tactical InfluencerAuthority: Booth setup coordination, show services, and staff training.
Cares About: Day-to-day ease of working with vendor and detailed planning.
How STAR Wins: Make their job easier through turnkey service and reliable execution.
4.3 Competitive Landscape & Differentiation
Strategic Differentiation
- Size perception: Position STAR's boutique size as an advantage (senior engagement) vs. national houses.
- Geographic reach: Emphasize strong Midwest presence (HQ proximity) + global network.
Section 5.0 — Brand Position & Marketing Priorities
Solventum faces a unique brand challenge: establishing a new corporate identity while maintaining product credibility built under 3M heritage[cite: 395].
5.1 Brand Positioning Post-3M
Booths must communicate the 'Solventum' corporate brand while showcasing familiar product brands like Tegaderm™, Prevena™, and Filtek™[cite: 407, 408]. Visual hierarchy must establish Solventum prominence without diminishing product brand equity[cite: 412].
5.2 Marketing Priorities (2025–2026)
Brand Awareness
Establish Solventum name recognition among HCP audiences and industry stakeholders at all major events[cite: 418, 420].
Customer Continuity
Reassure customers that products, service, and support remain excellent despite corporate changes[cite: 426, 430].
Talent Attraction
Position Solventum as an employer of choice for healthcare innovation talent through clinical show presence[cite: 433, 436].
Investor Relations
Build confidence with the financial community as a standalone public company (NYSE: SOLV)[cite: 440].
5.3 Trade Show & Event Strategy
Estimated annual investment across all shows, including fabrication, shipping, drayage, and staffing[cite: 469, 470].
If STAR currently serves 20-30% of this footprint, expansion opportunity represents $2M–$3M+ incremental annual revenue[cite: 472].
5.4 Key Marketing Themes for 2026
Showcasing decades of materials science and ~$500M annual R&D investment[cite: 478, 479, 401].
Leveraging clinical evidence, real-world data, and patient success stories[cite: 486, 487].
Demonstrating ROI calculators and workflow simulations for clinicians[cite: 490, 492].
Modular, reusable booth systems aligning with corporate ESG messaging[cite: 494, 497].
Section 6.0 — Opportunities for STAR
6.1 Intent Signals & Opportunity Indicators
Several signals suggest optimal timing for STAR account expansion with Solventum:
6.2 Top 5 Expansion Opportunities
Complete Solventum Rebrand Portfolio Refresh
Every booth currently branded "3M Health Care" requires replacement. This is a complete portfolio transformation, not a simple graphic swap.
International Show Expansion (IDS, MEDICA, Arab Health)
Solventum participates in major international healthcare shows requiring sophisticated booth systems that ship and reconfigure efficiently across continents.
Health IT Showcase - HIMSS Premier Presence
HIMSS is the premier health IT event (40K+ attendees). Requires integrated AV, interactive software demos, and premium executive briefing centers for C-suite engagement.
Modular Booth System Program
Rather than custom-building for each show, develop a core structure deployable across multiple shows with interchangeable graphics components.
Measurement & Analytics Partnership
Provide lead capture integration, engagement tracking (dwell time), and brand awareness metrics to prove ROI to the CMO/CFO.
Section 7.0 — Strategic Themes & Messaging
Building on Our Successful Partnership
STAR’s existing relationship with Solventum provides a strong foundation. We approach expansion from a position of proven performance and demonstrated value.
Successfully delivered high-profile booth at the Consumer Electronics Show, showcasing Solventum innovation to a broad technology audience.
7.1 STAR Value Propositions: Expanding Together
"Our work together at CES 2025 demonstrated what's possible when creative vision meets flawless execution. That same partnership approach—proactive communication, attention to detail, and a problem-solving mindset—can extend across your entire trade show calendar."
Conversation Starters
Verbatim scripts for Account Managers"We loved working with you at CES 2025. What other shows are on your calendar where we could deliver that same level of partnership?"
"Based on our CES experience together, we've identified some opportunities to bring that same quality to your [ADA / HIMSS / OR Manager] programs. Can we discuss?"
Section 8.0 — 2026 Account Expansion Execution Plan
8.1 Relationship Mapping & 8.2 Strategy
Execution leverages existing relationship warmth and credibility. The primary objective is to transition from a project-based vendor to a Strategic Experiential Partner across all business units, targeting $500K+ incremental revenue by end of 2026.
8.3 Month-by-Month Execution Roadmap
- Complete HubSpot audit and relationship map.
- Gather CES 2025 performance data.
- Research adjacent BU decision-makers.
- Schedule post-CES debrief with champions.
- Present expansion proposal for 2-3 additional shows.
- Request internal introductions to Dental and HIS units.
- Conduct discovery meetings with new BU contacts.
- Present pilot proposals for single show (low-risk entry).
- Execute expanded scope in current business unit.
- Compile success docs across multiple business units.
- Request meeting with Corporate CMO for rebrand strategy.
- Develop 3-year partnership financial model.
- Present Enterprise Rebrand Portfolio proposal.
- Negotiate Master Services Agreement (MSA) terms.
- Finalize contract for 2027 global trade show calendar.
8.4 Success Metrics & Milestones
This playbook represents the strategic roadmap for the STAR-Solventum partnership. For immediate updates to contact mapping, project status, or relationship health scores, refer to the Solventum Account Dashboard in HubSpot.