ACCOUNT-BASED MARKETING PLAYBOOK
Solventum Corporation
Formerly 3M Health Care
CONFIDENTIAL STRATEGY
STAR • ABM INTELLIGENCE
Table of Contents
1.0 Executive SummaryPage 4
1.1 Key Highlights / Strategy PillarsPage 4
2.0 Current State and Its ImplicationsPage 6
2.1 Historical PartnershipPage 6
2.2 Current Relationship FootprintPage 6
2.3 The Opportunity GapPage 7
2.4 Strategic ImplicationsPage 7
3.0 Company OverviewPage 9
3.1 Company ProfilePage 9
3.2 Mission and Strategic FocusPage 9
3.3 Business SegmentsPage 10
3.3.1 Advertising, Marketing, and Creative PartnersPage 11
3.4 Recent Strategic DevelopmentsPage 12
3.5 Market Positioning and Competitive LandscapePage 12
4.0 Charities and Philanthropic EffortsPage 13
4.1 Minnesota Community ImpactPage 13
4.2 Employee and Community Support ProgramsPage 14
4.3 Global Healthcare Access InitiativesPage 14
4.4 Healthcare EducationPage 15
4.5 Environmental StewardshipPage 15
4.6 Conversation OpportunitiesPage 15
5.0 Trade Show & Event IntelligencePage 17
5.1 Event SchedulePage 17
5.2 Trade Show Strategy InsightsPage 18
5.3 Competitive Exhibit IntelligencePage 18
5.4 Event Marketing TrendsPage 19
5.5 Geographic ConsiderationsPage 19
6.0 Key Contacts & Organizational InsightsPage 21
6.1 Organizational Structure OverviewPage 21
6.2 Priority Contact SegmentsPage 22
6.3 Current STAR RelationshipsPage 23
6.4 Contact Owner and Relationship ManagementPage 24
6.5 Key Insights for Relationship DevelopmentPage 24–25
7.0 Experiential Strategies for Solventum BUsPage 26
7.1 Corporate-Level Experiential StrategiesPage 26
7.2 Dental SolutionsPage 29–30
7.3 Health Information SystemsPage 31
7.4 MedSurg (Medical-Surgical)Page 32
7.5 Purification & FiltrationPage 32–33
8.0 Next StepsPage 34
8.1 Immediate Actions (Next 30 Days)Page 34
8.2 Medium-Term Initiatives (60–90 Days)Page 35
8.3 Long-Term Relationship Development (6–12 Months)Page 35
8.4 Success MetricsPage 36
8.5 Critical Success FactorsPage 36
8.6 ConclusionPage 37
9.0 Sample Messaging by Business UnitPage 38
9.1 Corporate-Level Value PropositionPage 38–39
9.2 Dental Solutions Value PropositionPage 39
9.3 Health Information Systems Value PropositionPage 40
9.4 MedSurg (Medical-Surgical) Value PropositionPage 41
9.6 Using This MessagingPage 41–42
STAR • STRATEGIC RATIONALE
1.0 Executive Summary
Solventum Corporation represents a strategic opportunity for STAR Trade Shows & Events to expand our partnership with one of healthcare’s most innovative companies. With $8.2 billion in annual revenue and a legacy rooted in 3M’s healthcare division, Solventum is pioneering breakthrough solutions at the intersection of health, material science, and data analytics.
The April 2024 spinoff from 3M creates a unique window for STAR to move from a tactical execution vendor to a comprehensive experiential marketing partner. This playbook provides the actionable intelligence required to target $500K+ in incremental annual revenue by the end of 2026. Our goal is singular: to create meaningful conversations that lead to meetings with marketing decision-makers who influence experiential strategy and related supplier purchases.
Key Highlights
Strong Foundation
STAR has successfully executed exhibits for Solventum at MD&M West, CES, and HLTH, establishing credibility with their event specialists.
Expansion Opportunity
Our opportunity lies in expanding into product marketing managers and business unit leaders across Dental Solutions, HIS, Wound Care, and Purification.
Strategic Alignment
Solventum’s commitment to sustainability (net-zero by 2050) and community impact provides multiple conversation pathways beyond traditional services.
Market Position
As the 18th largest med-device company globally, Solventum is investing $209M in its Eagan, MN headquarters, maintaining strong ties to the region.
STAR • PARTNERSHIP ANALYSIS
2.0 Current State and Its Implications
2.1 Historical Partnership
STAR has built a solid foundation with Solventum through consistent trade show exhibit execution across multiple high-profile healthcare events. Our work spans both consumer technology showcases (CES) and specialized medical device exhibitions (MD&M West, HLTH), demonstrating our versatility in serving their diverse product portfolio.
The relationship has been characterized by reliable delivery and strong account management, with projects ranging from large-scale exhibits to specialized booth components and logistics support. This track record positions STAR as a trusted execution partner.
2.2 Current Relationship Footprint
STAR’s primary contacts within Solventum are concentrated in event operations and tactical execution roles:
Event Specialists & Operations
- Cyndi Erp-Long (Manager, Exhibits & Events) - Primary relationship
- Rick DeLaMatter (Trade Show Events Specialist)
- Tanya Broten (Trade Show Events Specialist)
- Gwen Baer (Meeting Planner)
Marketing Leadership (Limited Engagement)
- Lisa Paulenich (Marketing Operations and Tradeshow Manager) - Strategic potential
- Andrea Hoge (National Account Marketing Manager) - Currently a Marketing Qualified Lead
- Andreas Kukla (VP Marketing Operations) - Senior leadership, limited contact
2.3 The Opportunity Gap
While STAR excels at tactical execution, our current relationship depth limits revenue expansion potential. The key opportunity lies in business unit-level product marketing managers who control experiential marketing budgets and strategy:
Untapped Business Unit Contacts (37 total marketing contacts):
Dental Solutions:Tommaso Sneider (Portfolio Marketing Manager), Kasia Plata-Swain (New Product Marketing Manager)
Health Information Systems:Kelli Christman (Marketing Communications Manager), Karen Martin (Portfolio Marketing Manager)
Wound Care & Medical:Julie Wick-Powell (Global Marketing Manager - Negative Pressure Wound Therapy), Multiple product marketing managers
Purification & Filtration:Sarah Luckow (Integrated Marketing Manager)
Campaign & Integrated Marketing (Shared Resources?):Lia Yunker, Ashley Haslund, Brett Leverson (Activation and Integrated Marketing Managers)
2.4 Strategic Implications
The current state presents both strengths and growth imperatives:
Strengths to Leverage
- Proven delivery track record provides credibility for expansion conversations
- Jason Smith (Contact Owner) has relationships across the marketing organization
- Familiarity with Solventum’s brand standards and exhibit requirements
- Understanding of their key trade show calendar and industry presence
Growth Imperatives
- Expand beyond event logistics into strategic experiential marketing partnerships
- Build relationships with product marketing managers who control business unit budgets
- Position STAR as a strategic advisor on experiential marketing, not just an execution vendor
- Increase share of wallet by serving multiple business units beyond current exhibit projects
The remainder of this playbook outlines specific strategies to bridge this gap through informed, relevant conversations tailored to each business unit’s unique challenges and opportunities.
STAR • CORPORATE INTELLIGENCE
3.0 Company Overview
3.1 Company Profile
Solventum Corporation emerged as an independent healthcare company in April 2024 following its spin-off from 3M Company. Trading on the NYSE under ticker symbol SOLV, Solventum represents the culmination of 3M’s healthcare innovation legacy, now operating as a focused pure-play healthcare solutions provider.
Annual Revenue:$8.2 billion (2024)
Global Workforce:22,000 employees
Market Position:18th largest medical device company globally
Headquarters:Transitioning to Eagan, MN (from legacy 3M campus)
Leadership:Bryan Hanson, Chief Executive Officer
3.2 Mission and Strategic Focus
Solventum’s mission is to “enable better, smarter, safer healthcare to improve lives.” The company pioneers game-changing innovations at the intersection of health, material science, and data science, positioning itself as a solutions-driven partner to healthcare providers, dental professionals, and life science companies.
Innovation at Scale
Leveraging 3M’s materials science heritage to develop breakthrough healthcare solutions.
Data-Driven Healthcare
Using AI and analytics to improve clinical decision-making and operational efficiency.
Sustainability Leadership
Commitment to net-zero greenhouse gas emissions by 2050, with 100% renewable electricity by 2030.
Healthcare Equity
Expanding access to care through partnerships and technology solutions.
3.3 Business Segments
MedSurg (Medical-Surgical) — 56.2% Revenue
Products:
Advanced surgical solutions, wound management (NPWT, advanced dressings), skin health, temperature management, I.V. site management, sterilization assurance, stethoscopes, and medical technologies OEM.
Target Customers:
Acute care hospitals, surgical centers, wound care clinics, home health agencies, and GPO decision-makers.
Competitors:
Smith+Nephew, J&J (Ethicon), KCI/Acelity, Mölnlycke, Cardinal Health.
Dental Solutions — 16.4% Revenue
Products:
Orthodontics (Clarity™ aligners/brackets), restorative (Filtek™, Scotchbond™, RelyX™), and digital dentistry workflows.
Target Customers:
General practices, orthodontists, dental labs, and dental schools.
Competitors:
Align Technology, Dentsply Sirona, Envista, Straumann Group.
Health Information Systems (HIS) — 15.8% Revenue
Products:
AI-powered documentation, billing automation, CDI methodologies, ambient documentation, and revenue cycle tools.
Target Customers:
Health systems, multi-hospital networks, physician groups, and payers.
Competitors:
Nuance (Microsoft), Optum, Change Healthcare.
3.3.1 Advertising, Marketing, and Creative Partners
Siegel+Gale (Identity)
Led brand strategy and visual identity. Created "We never stop solving for you" promise and green color palette.
Adobe Experience Cloud
Powers digital presence across 21 languages; managed 200,000+ asset migration post-spinoff.
Implication for STAR: Respect the distinctive green palette, reinforce "solving for you" messaging, and align experiential proposals with Adobe-driven digital platforms.
3.4 Recent Strategic Developments
$209M Eagan Headquarters: State-of-the-art R&D facility completion expected Early 2026.
Sustainability Progress: 21.9% reduction in Scope 1 & 2 emissions since 2021; 56.5% zero-landfill sites.
Product Innovation: Launch of AI-powered clinical documentation and FDA-cleared CHG dressings.
3.5 Market Positioning and Competitive Landscape
Competitive Advantages
- Materials science expertise from 3M heritage
- Broad portfolio for cross-selling
- Strong base of established relationships
Market Challenges
- Establishing brand independent of 3M
- Reimbursement and purchasing pressures
- Complex global regulatory landscapes
STAR • CORPORATE CITIZENSHIP
4.0 Charities and Philanthropic Efforts
Solventum demonstrates its commitment to healthcare equity and community well-being through strategic philanthropic partnerships and initiatives. Understanding these efforts provides valuable context for relationship-building conversations and reveals the company’s values in action.
4.1 Minnesota Community Impact
Dental Health Equity Partnership - Transformational Impact
In 2020, Solventum (formerly 3M Health Care) partnered with the “Get to Yes” coalition - a group of 15 Minnesota dental organizations and dental safety net clinics - to address critical gaps in dental care access for marginalized Minnesotans. According to the Minnesota State Oral Health Plan, thousands of diverse children and families, people with disabilities, and frail elders were suffering with untreated oral infections due to limited access to dental services and insurance coverage.
Solventum provided strategic advocacy support, helping the coalition navigate public policy processes and craft compelling narratives for state legislators. The partnership’s success was remarkable: Get to Yes secured $61 million in state funding for Minnesotans on Medicaid. Through federal matching requirements, this translated to $120 million total funding - resources that will help hundreds of thousands of historically marginalized Minnesotans gain access to critically needed dental care.
“We now believe we will change the trajectory of access and disease for a generation of Minnesotans.”— Dr. Sheila Riggs of the coalition
This initiative exemplifies Solventum’s approach to community partnership - leveraging expertise in advocacy and stakeholder engagement to create systemic change, not just writing checks.
4.2 Employee and Community Support Programs
Solventum Cares Assistance Fund:
Launched in 2024, the fund provides emergency financial assistance to employees facing unforeseen disasters or personal hardships. Administered independently by the Emergency Ass Foundation (EAF), the fund maintains strict confidentiality while offering tax-free grants to employees in crisis. This demonstrates recognition that employee well-being directly impacts their ability to serve patients.
Corporate Giving Program:
In 2024, Solventum donated more than $1.2 million to nonprofit partners, focusing on healthcare access, STEM education, and community health initiatives. The company prioritizes partnerships with organizations that align with their mission of enabling better healthcare outcomes.
Inclusion and Belonging Council:
Established in 2024, this internal council works to foster employee engagement, connection, and belonging across Solventum’s diverse workforce. This work supports the broader commitment to creating an inclusive culture that values diverse perspectives in healthcare innovation.
4.3 Global Healthcare Access Initiatives
China Rural Dental Care Partnership
Partnered with the China Oral Health Foundation on a walking campaign that funded preventive dental care for more than 2,000 children in rural areas.
Egypt Clinical Risk Assessment Project
Clinical Risk Group software helped the Egyptian Health Department in Illinois identify risk for clients, enabling proactive education and outreach.
Spain Flood Relief (2024)
Provided donations to Direct Relief to assist Spanish communities recovering from devastating floods.
4.4 Healthcare Education
Supports independent medical education and research including:
- Continuing medical education programs
- Clinical research initiatives
- Healthcare professional training
- Scientific conferences and symposia
4.5 Environmental Stewardship
- Net-zero greenhouse gas emissions by 2050
- 100% renewable electricity target by 2030
- 56.5% of manufacturing sites zero landfill
- Circular economy via Service Center refurbishing
- 2,000+ metric tons of CO₂e cut at flagship sites
4.6 Conversation Opportunities
For Dental Solutions Team:
The Get to Yes partnership and rural dental care initiatives demonstrate deep commitment to oral health equity - a potential connection point for discussing how trade show presence can reinforce these values.
For Sustainability Contacts:
STAR’s capabilities in sustainable booth design and reusable exhibit components align directly with Solventum’s environmental commitments - a differentiated conversation.
For Corporate Leadership:
The emphasis on community partnership and systemic impact reflects sophisticated stakeholder engagement thinking - relevant when discussing deeper relationships via experiential marketing.
STAR • EVENT INTELLIGENCE
5.0 Trade Show & Event Intelligence
Trade show participation is a critical component of Solventum’s go-to-market strategy across all four business segments. Understanding their event portfolio, participation patterns, and strategic priorities provides essential context for expansion conversations.
5.1 Event Schedule
Based on STAR’s historical project data and industry intelligence, Solventum maintains an active presence at key industry events:
Confirmed Annual Participation
- MD&M West (Medical Design & Manufacturing) - Anaheim, CA - February - Major medtech showcase targeting device manufacturers and engineers
- CES (Consumer Electronics Show) - Las Vegas, NV - January - Consumer health technology and digital health innovations
- HLTH (Health) - Las Vegas, NV - October - Healthcare innovation conference focused on digital health, value-based care, and healthcare transformation
Likely Business Unit-Specific Events
Based on Solventum’s business segments and industry norms, additional high-probability events include:
- ADA Annual Meeting - Major dental products showcase
- Chicago Dental Society Midwinter Meeting - Large regional dental conference
- AAO Annual Session - Clear aligner and orthodontic solutions
- HIMSS - Health information systems and AI solutions
- AAAHC - Surgical and medical solutions
- BIO International Convention - Purification & filtration for biopharma
- CPHI - Pharmaceutical manufacturing solutions
5.2 Trade Show Strategy Insights
Multi-Segment Presence Pattern:
Solventum’s participation in both broad healthcare events (HLTH, CES) and specialized technical conferences (MD&M West) suggests a sophisticated event strategy that balances brand building with technical product showcasing. This creates opportunities for STAR to provide both flagship exhibits and specialized technical displays.
Innovation Showcase Focus:
Given Solventum’s emphasis on being at the “intersection of health, material science, and data science,” their exhibits likely prioritize interactive demonstrations, clinical evidence displays, and technology showcases. This suggests opportunities for STAR to provide experiential elements beyond traditional booth construction.
Post-Spinoff Brand Building:
As a newly independent company (April 2024), Solventum faces the challenge of establishing distinct brand identity separate from the 3M heritage. Trade shows represent critical brand-building opportunities, potentially increasing investment in experiential marketing to reinforce the Solventum identity with healthcare professionals.
5.3 Competitive Exhibit Intelligence
Understanding how Solventum’s competitors approach trade shows provides context for positioning STAR’s capabilities:
Dental Solutions Competitive Landscape:
Major competitors like Align Technology (Invisalign), Dentsply Sirona, and Envista Holdings maintain significant trade show presence with large interactive exhibits, digital treatment visualization tools, and hands-on product demonstrations. Solventum’s exhibits need to match or exceed this level of engagement to compete effectively for dental professional attention.
Health Information Systems Competitive Landscape:
Competitors like Nuance Communications (Microsoft), Optum, and Change Healthcare emphasize AI capabilities and ROI demonstrations. Exhibits typically feature live software demonstrations, customer testimonials, and data visualization showcasing efficiency gains and revenue cycle improvements.
MedSurg Competitive Landscape:
Competitors like Smith+Nephew, KCI (Acelity), and Mölnlycke focus on clinical evidence displays, wound care simulation stations, and infection prevention messaging. Exhibits emphasize patient outcome data and cost-effectiveness analysis.
5.4 Event Marketing Trends
Sustainability in Event Design:
Given Solventum’s net-zero 2050 commitment and 56.5% zero-landfill manufacturing sites, they likely face internal and external pressure to demonstrate sustainability in event participation. STAR’s capabilities in modular, reusable booth systems and sustainable materials directly address this priority.
Hybrid and Digital Integration:
Healthcare events increasingly incorporate virtual elements, lead capture technology, and post-event digital nurture programs. Solventum’s Health Information Systems business particularly benefits from seamless digital integration in event experiences.
Experience-Driven Engagement:
The shift from product-focused booths to experience-driven environments aligns with Solventum’s innovation positioning. Opportunities exist for STAR to create immersive demonstrations that showcase the “intersection of health, material science, and data” rather than static product displays.
5.5 Geographic Considerations
Solventum’s Minnesota headquarters location and global operations suggest event participation spanning:
- North American Focus: Primary event participation likely concentrates in major US healthcare markets (Las Vegas, Orlando, Chicago, Anaheim, San Francisco) with potential Canadian presence (Toronto, Montreal dental shows).
- European Markets: Given the global nature of medical device and healthcare IT markets, European dental shows (IDS Cologne), medtech events (Medica Düsseldorf), and biopharma conferences represent expansion opportunities.
- Asia-Pacific Growth: Solventum’s China dental care partnership and Asia-Pacific healthcare growth markets suggest potential event participation in Shanghai, Singapore, and Tokyo for specific business units.
STAR • ORG INTELLIGENCE
6.0 Key Contacts & Organizational Insights
Building strategic relationships requires understanding both the organizational structure and the individuals who influence experiential marketing decisions. This section provides actionable intelligence on key contacts across Solventum’s marketing organization.
6.1 Organizational Structure Overview
Solventum’s marketing organization operates with both centralized corporate marketing functions and distributed business unit marketing teams. This matrix structure means experiential marketing decisions involve multiple stakeholders:
Corporate Marketing Leadership:
Andreas Kukla (VP Marketing Operations) oversees enterprise marketing operations, including centralized event management, marketing technology, and potentially consolidated trade show logistics.
Event Operations Core Team:
Lisa Paulenich (Marketing Operations and Tradeshow Manager) likely serves as the centralized hub for trade show strategy, budget allocation, and vendor management across business units. Cyndi Erp-Long (Manager, Exhibits & Events), Rick DeLaMatter, and Tanya Broten (Trade Show Events Specialists) handle tactical execution and logistics.
Business Unit Marketing Teams:
Each business segment (Dental, HIS, MedSurg, Purification & Filtration) has dedicated product marketing managers and integrated marketing managers who control business unit event budgets and make strategic decisions about which shows to attend and how to position products.
6.2 Priority Contact Segments
STAR’s expansion strategy should focus on three distinct contact tiers:
Tier 1: Strategic Decision Makers (Highest Expansion Potential)
Lisa Paulenich - Marketing Operations and Tradeshow Manager
Role: Likely controls consolidated trade show budgets, vendor relationships, and cross-business-unit event strategy. This is a critical relationship for account expansion.
Engagement Approach: Position STAR as a strategic partner who understands multi-business-unit event coordination, cost optimization through modular systems, and brand consistency across diverse product portfolios.
Andreas Kukla - VP Marketing Operations
Role: Senior leadership overseeing marketing operations infrastructure, including marketing technology, analytics, and potentially event management systems.
Engagement Approach: Executive-level conversations about marketing efficiency, measurement, and how experiential marketing integrates with broader marketing operations and technology platforms.
Andrea Hoge - National Account Marketing Manager (MQL Status)
Role: Manages marketing for national accounts, suggesting involvement in strategic customer-facing events and potentially regional trade shows.
Engagement Approach: Currently a Marketing Qualified Lead, suggesting recent engagement. Focus on how experiential marketing supports national account penetration and customer engagement strategies.
Tier 2: Business Unit Marketing Leaders (Revenue Expansion)
- Dental Solutions: Tommaso Sneider (Portfolio Marketing Manager): Overall dental portfolio strategy and trade show presence; Kasia Plata-Swain (New Product Marketing Manager): New product launch events and activations.
- Health Information Systems: Kelli Christman (Marketing Communications Manager): Communications strategy for HIS events; Karen Martin (Portfolio Marketing Manager): Overall HIS portfolio positioning and event strategy.
- Wound Care & MedSurg: Julie Wick-Powell (Global Marketing Manager): Wound care product events; Jayson Seema (US & Canada Marketing Manager): Infection prevention and surgical services events.
- Purification & Filtration: Sarah Luckow (Integrated Marketing Manager): Biopharma and life science event strategy.
Tier 3: Activation Marketing and Campaign Managers (Tactical Partners)
- Ashley Haslund & Lia Yunker: Activation Marketing Managers, US and Canada: Campaign execution and regional event activation.
- Brett Leverson: Integrated Marketing Manager: Multi-channel campaign integration, including event-to-digital nurture programs.
- Ben Oberle: Global Campaign Marketing Manager: Global campaign strategy including international event participation.
- Peter Kirschner: Marketing Campaign Manager: Campaign-specific event needs and promotional activations.
6.3 Current STAR Relationships (Maintain & Leverage)
STAR’s existing relationships provide credibility references for expansion conversations:
Cyndi Erp-Long: Manager, Exhibits & Events: Day-to-day exhibit logistics and show execution.
Rick DeLaMatter: Trade Show Events Specialist: Technical coordination and on-site management.
Tanya Broten: Trade Show Events Specialist: Booth setup, materials coordination, vendor liaison.
Gwen Baer: Meeting Planner: Meeting logistics, potentially including smaller events and hospitality suites.
6.4 Contact Owner and Relationship Management
Jason Smith (STAR) owns the vast majority of Solventum marketing contacts in HubSpot. This centralized relationship ownership suggests:
Strengths:
- Consistent relationship continuity and single point of contact for Solventum.
- Deep understanding of account history and relationship dynamics.
- Established trust with existing contacts who can provide warm introductions.
Expansion Considerations:
- Need for strategic introductions from existing contacts to business unit marketing leaders.
- Opportunity to leverage successful project history as credibility foundation for expansion pitches.
- Potential to create multi-threaded relationships across business units to reduce dependency risk.
6.5 Key Insights for Relationship Development
- Marketing Qualified Lead Status (Andrea Hoge): The presence of one MQL suggests recent active engagement with STAR’s marketing efforts. Understanding what content or outreach drove this qualification can inform approaches to other contacts.
- Limited Engagement Beyond Event Specialists: Of 37 total Solventum marketing contacts, most have “Marketing contact” status but limited documented engagement. This represents significant expansion opportunity through targeted, relevant outreach aligned with business unit priorities.
- Product Marketing Manager Concentration: The high number of product marketing managers suggests decentralized event decision-making. Successful expansion requires tailored approaches by business unit, not one-size-fits-all corporate messaging.
STAR • STRATEGIC ADVISORY
7.0 Experiential Strategies for Solventum Business Units
This section outlines conversation-starting ideas organized by corporate-level opportunities and individual business units. These strategies are intentionally framed as discussion topics rather than prescriptive solutions - the goal is to demonstrate STAR’s understanding of Solventum’s business and create dialogue with marketing decision-makers.
7.1 Corporate-Level Experiential Strategies
These cross-business-unit approaches address enterprise-wide priorities and create opportunities for conversations with corporate marketing leadership (Andreas Kukla, Lisa Paulenich).
S1
Strategy 1: Brand Independence Storytelling
The Challenge/Observation: As a newly independent company (April 2024 spin-off), Solventum faces the task of establishing distinct brand identity separate from the 3M legacy while maintaining credibility.
Conversation Starter: How might experiential marketing at trade shows help healthcare professionals understand Solventum’s unique mission of pioneering solutions at “the intersection of health, material science, and data science” - a positioning distinct from 3M’s broader industrial focus? STAR has experience helping recently spun-off companies create immersive brand experiences that tell their independence story while honoring their heritage.
Potential Discussion Areas:
- Timeline-based exhibit elements showing Solventum’s evolution and future vision
- Consistent visual language across all business unit exhibits reinforcing unified brand identity
- Interactive “innovation intersection” demonstrations showing how materials science + data science create breakthrough healthcare solutions
S2
Strategy 2: Sustainability Showcase Architecture
Context/Alignment: Solventum’s net-zero 2050 commitment, 100% renewable electricity by 2030, and 56.5% zero-landfill manufacturing sites demonstrate serious environmental stewardship. Their circular economy approach through the Health Care Service Center provides a compelling sustainability narrative.
The Challenge/Observation:
Conversation Starter: Given Solventum’s ambitious sustainability goals, there may be interest in exhibit systems that practice what the company preaches - modular, reusable booth architectures that reduce waste, minimize carbon footprint through efficient logistics, and incorporate sustainable materials. How does the marketing team think about aligning event presence with corporate sustainability commitments?
Potential Discussion Areas:
- Modular core architecture reused across multiple events (MD&M, CES, HLTH) with interchangeable messaging panels
- Lifecycle analysis of event environmental impact and carbon offset strategies
- Materials selection aligned with circular economy principles (rental vs. purchase, recyclable components)
- Storytelling opportunities - making sustainability visible to booth visitors as a differentiator
S3
Strategy 3: Multi-Business-Unit Efficiency Model
The Challenge/Observation: Solventum’s four distinct business segments (Dental, HIS, MedSurg, Purification & Filtration) likely attend different industry-specific events, creating potential inefficiencies in vendor management, brand consistency, and booth asset utilization.
Conversation Starter: Does Solventum currently have a coordinated approach to exhibit systems across business units, or does each segment manage event presence independently? STAR has worked with similar multi-divisional healthcare companies to create flexible booth architectures that serve multiple business units while maintaining segment-specific customization - potentially reducing total cost of ownership and improving brand consistency.
Potential Discussion Areas:
- Shared core booth infrastructure with business unit-specific overlay graphics and product displays
- Centralized asset management reducing duplicate booth component purchases across divisions
- Cross-training event staff on multi-segment capabilities for occasions when business units co-exhibit
- Consolidated vendor relationship simplifying procurement, reducing administrative overhead
S4
Strategy 4: Minnesota Headquarters Activation
The Challenge/Observation: Solventum’s $209M investment in a new Eagan, Minnesota R&D headquarters (opening early 2026) represents a significant commitment to the region’s medtech ecosystem and demonstrates partnership with the State of Minnesota.
Conversation Starter: The new Eagan headquarters creates potential opportunities for customer events, innovation showcases, and regional trade association gatherings. Has the marketing team considered how the new facility might serve as an experiential marketing venue? STAR has experience creating on-site customer experience centers and innovation labs that extend beyond traditional trade show environments.
Potential Discussion Areas:
- Customer innovation days at the Eagan facility showcasing R&D capabilities
- Regional medtech networking events positioning Solventum as Minnesota ecosystem leader
- Executive briefing center design for high-value customer and investor visits
- Integration of on-site experiences with major trade show presence (digital continuity)
Business Unit Specific Strategies (7.2 - 7.5)
Contacts: Tommaso Sneider, Kasia Plata-Swain
Strategy 1: Oral Health Equity Storytelling
Context: Solventum’s partnership with the “Get to Yes” coalition ($120M funding) and international work with China Oral Health Foundation demonstrates authentic commitment to equity.
Conversation Starter: How might Solventum’s oral health equity work be incorporated into trade show presence to differentiate from competitors focused purely on technology features? This could resonate particularly with community health center dentists and dental school educators.
Discussion Areas:
- Dedicated exhibit space telling the Get to Yes story
- Interactive map of global oral health access
- Accessibility and inclusivity themed booth design
Strategy 2: Aligner Treatment Innovation Theater
Context: 3M Clarity Precision Grip Attachments represent technical innovation but require hands-on demonstration.
Conversation Starter: How does Solventum currently demonstrate clinical advantages versus competitive systems? Live treatment simulations or digital planning could help orthodontists understand application beyond specification sheets.
Discussion Areas:
- Live treatment planning stations
- Practicing orthodontist video testimonials
- AR visualization of tooth movement mechanics
Strategy 3: Digital Dentistry Integration Showcase
Context: Dental practices are rapidly adopting digital workflows (intraoral scanning, CAD/CAM).
Conversation Starter: What if booth experiences allowed dentists to complete a digital-to-restoration workflow—from scan to final product—rather than seeing isolated technologies?
Discussion Areas:
- Live workflow demos: scan → design → mill → finish
- Practice efficiency ROI calculators
- Educational mini-sessions on digital transition
Contacts: Kelli Christman, Karen Martin
Strategy 1: AI-Powered Documentation Live Demonstration
Context: Solventum’s AI solutions represent significant value but are inherently intangible; software demos risk being abstract.
Conversation Starter: Instead of PowerPoint, what if booth visitors could experience accuracy improvements through interactive simulations that mimic real clinical documentation workflows?
Discussion Areas:
- “Before and after” timed manual vs AI coding challenges
- Revenue cycle impact visualizations
- Integration demos with major EHR systems (Epic, Cerner)
Strategy 2: Clinical Risk Analytics Visualization
Context: Clinical Risk Group software helps identify complexity—valuable but conceptually complex.
Conversation Starter: Could trade show experiences use data visualization and anonymized patient journey storytelling to make complex analytics intuitive?
Discussion Areas:
- Interactive population health risk stratification dashboards
- Anonymized patient journey maps
- Case study library organized by healthcare setting
Contacts: Julie Wick-Powell, Jayson Seema
Strategy 1: SSI Prevention Evidence Wall
Context: CHG transparent dressings are the only FDA-cleared solution to reduce CRBSIs—a powerful differentiator.
Conversation Starter: How might this evidence be showcased so infection preventionists and surgical leaders immediately understand and act upon it? Visual displays translating clinical trials into hospital impact projections could drive qualified conversations.
Discussion Areas:
- SSI/CRBSI cost-of-infection calculators
- FDA clearance uniqueness product comparison displays
- Clinical evidence visualization of infection rate reductions
Strategy 2: NPWT Outcomes Theater
Context: Integrated wound management systems using negative pressure technology compete in a crowded market.
Conversation Starter: What if booth experiences included actual wound care nurses demonstrating application techniques and discussing real-world case outcomes? Peer-to-peer validation is more persuasive than sales pitches.
Discussion Areas:
- Live product application demos by practicing nurses
- Before/after case imagery showing healing progression
- Comparison displays addressing common competitive questions
Contacts: Sarah Luckow
Strategy 1: Lab-to-Production Scale-Up Storytelling
Context: Solventum's solutions help biopharma move innovations from lab to production faster.
Conversation Starter: Could trade show experiences tell the story of specific drug development programs that successfully scaled using Solventum filtration systems? Narratives detailing timeline compression resonate more than generic specs.
Discussion Areas:
- Customer case study library by drug modality
- Scale-up timeline visualizations (research → pilot → commercial)
- Technical expert availability for deep-dive process conversations
Strategy 2: Bioprocessing Innovation Demonstrations
Context: Researchers and process development teams want to understand filtration technology at a granular level.
Conversation Starter: What if Solventum showcased actual filtration equipment with cut-away displays showing membrane technology and flow dynamics? Engineering transparency appeals to scientists.
Discussion Areas:
- Cut-away equipment displays revealing internal mechanisms
- Live filtration demonstrations
- Scientist-to-scientist deep dive sessions
STAR • GTM EXECUTION
8.0 Next Steps
This playbook provides STAR’s marketing and sales teams with foundational intelligence to expand our relationship with Solventum. Success requires a methodical, relationship-focused approach that prioritizes conversation quality over volume.
8.1 Immediate Actions (Next 30 Days)
1. Leverage Existing Relationships for Introductions
Work with current contacts (Cyndi Erp-Long, Rick DeLaMatter, Tanya Broten) to request warm introductions to Tier 1 strategic decision-makers, particularly:
- Lisa Paulenich (Marketing Operations and Tradeshow Manager): Emphasize STAR’s multi-business-unit expertise and modular booth system capabilities.
- Andrea Hoge (National Account Marketing Manager - MQL): Follow up on recent engagement activity to understand her specific needs and priorities.
Approach: Position introductions as “learning conversations” rather than sales pitches - express genuine interest in understanding Solventum’s experiential marketing strategy and how STAR might support their goals.
2. Develop Business Unit-Specific Outreach Content
Create tailored outreach materials for each business segment, incorporating insights from Section 7.0:
- Dental Solutions: Oral health equity storytelling case study, clear aligner innovation theater concept.
- Health Information Systems: AI demonstration concepts, revenue cycle ROI visualization examples.
- MedSurg: Clinical evidence showcase examples, infection prevention messaging frameworks.
- Purification & Filtration: Technical demonstration concepts, regulatory compliance focus materials.
3. Monitor Upcoming Trade Show Calendar
Track Solventum’s participation announcements for upcoming events (MD&M West 2026, potential ADA Annual Meeting, HIMSS, BIO International) to identify timely conversation opportunities around show planning and booth design.
8.2 Medium-Term Initiatives (60-90 Days)
1. Schedule Executive Briefing
Request a strategic conversation with Andreas Kukla (VP Marketing Operations) and/or Lisa Paulenich to discuss:
- Solventum’s experiential marketing priorities post-spinoff.
- Challenges with multi-BU event coordination.
- Sustainability goals intersection with trade shows.
- Strategic partnership vs. transactional vendor relationships.
2. Sustainability-Focused Booth Concept
Create a proof-of-concept modular booth system that demonstrates:
- Reusable core architecture minimizing single-use components.
- Sustainable materials selection (recycled/renewable).
- Carbon footprint analysis vs. traditional builds.
- Lifecycle cost analysis (environmental & financial).
8.3 Long-Term Relationship Development (6-12 Months)
1. Multi-Threaded Relationship Architecture
Work systematically to build relationships across all four business units:
Dental (Sneider, Plata-Swain) • HIS (Christman, Martin) • MedSurg (Wick-Powell, Seema) • Purification (Sarah Luckow).
2. Annual Strategic Planning Partnership
Position STAR as a proactive advisor helping shape annual event strategy, budget allocation, and experiential innovation, rather than receiving reactive RFPs.
3. Innovation Collaboration Opportunities
Explore opportunities to co-develop innovative concepts: AR product demos, virtual hybrid experiences, Eagan HQ customer innovation center design, and ROI measurement frameworks.
8.4 Success Metrics
Relationship Depth
- Number of Tier 1 and 2 contacts engaged
- Funnel progression (MQL → SQL → Opp)
- Frequency of Solventum-initiated outreach
Business Expansion
- Number of BUs actively engaging STAR
- Project diversity beyond booth builds
- Year-over-year share of wallet growth
Strategic Indicators
- Inclusion in annual planning
- Requests for strategic input vs. tactical
- Preferred vendor status or multi-year MSA
8.5 Critical Success Factors
1. Patience and Relationship Building: Focus on demonstrating value and building trust before proposing solutions.
2. Business Unit-Specific Expertise: Tailoring every conversation to the specific business unit’s world (dental economics, HIS buyer priorities, etc.).
3. Values Alignment: Genuine shared commitments to Solventum’s sustainability, healthcare equity, and community impact goals.
4. Execution Excellence: Continued flawless delivery on current projects is the audition for expanded scope.
8.6 Conclusion
Solventum represents a significant growth opportunity for STAR - not just in revenue expansion but in establishing a model for how we partner with sophisticated, multi-business-unit healthcare companies. The strategies outlined in this playbook provide a roadmap for deepening relationships, demonstrating strategic value, and positioning STAR as more than an exhibit vendor - as a true partner in experiential marketing excellence.
The path forward requires patience, business acumen, relationship focus, and genuine curiosity. With methodical execution, STAR can build the multi-threaded, strategic relationships that transform good accounts into great partnerships.
STAR • MESSAGING TOOLKIT
9.0 Sample Messaging by Business Unit
This section provides tailored value propositions demonstrating why STAR is uniquely qualified to serve as Solventum’s experiential marketing partner for each business unit. These messages can be customized for specific outreach, proposals, and conversations with business unit marketing leaders.
9.1 Corporate-Level Value Proposition
Why STAR for Solventum’s Enterprise Experiential Marketing
Solventum faces a unique challenge: establishing independent brand identity across four distinct business segments while maintaining the clinical credibility and materials science heritage inherited from 3M. STAR Trade Shows & Events understands this complexity because we’ve successfully partnered with multi-business-unit healthcare companies navigating similar transitions.
Multi-Segment Coordination Expertise:
Unlike vendors who specialize in single industries, STAR has experience creating flexible booth architectures that serve multiple business units while maintaining segment-specific customization. We understand that your Dental Solutions team has different event needs than your Health Information Systems group - but both need to reinforce the unified Solventum brand promise: “We never stop solving for you.”
Sustainability Alignment:
Your commitment to net-zero emissions by 2050 and 56.5% zero-landfill manufacturing isn’t just marketing - it’s core to who Solventum is. STAR shares this commitment through modular, reusable booth systems that reduce waste, minimize carbon footprint, and incorporate sustainable materials. We can help you practice what you preach at every trade show.
Brand Transition Specialists:
We’ve helped recently spun-off companies tell their independence story while honoring their heritage. We know how to create exhibit experiences that position Solventum as a pioneering innovator “at the intersection of health, material science, and data science” - distinct from 3M’s broader industrial focus while maintaining credibility.
Strategic Partnership Approach:
STAR doesn’t just build booths - we become an extension of your marketing operations team. We’re interested in understanding your annual event planning process, contributing to strategy development, and providing proactive recommendations that optimize your experiential marketing investment across all business units.
Minnesota Connection:
As a company investing $209M in your new Eagan headquarters, you’re demonstrating commitment to Minnesota’s medtech ecosystem. STAR brings deep understanding of the regional healthcare innovation community and can help position Solventum as a Minnesota medtech leader through local events, innovation showcases, and customer experience center design.
9.2 Dental Solutions Value Proposition
Why STAR for Solventum Dental Solutions
The dental market is crowded with well-funded competitors - Align Technology, Dentsply Sirona, Envista Holdings - all vying for dentist and orthodontist attention at the same conferences. Standing out at ADA, Chicago Midwinter, and AAO requires more than attractive booth space. It requires experiential storytelling that resonates with dental professionals’ values and practice realities.
Understanding Dental Practice Economics: We don’t just design exhibits - we understand what drivers dental practice decisions. Dentists and orthodontists care about treatment outcomes, practice efficiency, patient satisfaction, and increasingly, social responsibility. STAR can create booth experiences that speak to these priorities, not just product features.
Oral Health Equity Storytelling: Your partnership with the “Get to Yes” coalition and $120M impact on Minnesota dental care access is a powerful differentiator. Most dental product companies can’t tell this story. STAR can help you incorporate this authentic commitment to access and equity into your trade show presence - particularly resonating with community health center dentists, dental school educators, and practitioners who prioritize patient care over profit.
Digital Dentistry Integration: Your SprintRay partnership for chairside 3D-printed crowns represents the future of restorative dentistry. STAR has experience creating interactive demonstrations that allow dentists to actually experience digital workflows - not just watch PowerPoint presentations. We can design live demonstration stations where conference attendees work through scan-to-restoration processes, making complex technology tangible and accessible.
Materials Science + Innovation Theater: Your 70+ year legacy in dental composites (Filtek, Scotchbond, RelyX) combined with cutting-edge clear aligner technology (Clarity Precision Grip Attachments) creates a unique positioning. STAR can design exhibits that showcase this “intersection of materials science and data science” through hands-on product experiences, before/after case studies, and clinical evidence displays that build practitioner confidence.
Authorized Distributor Coordination: We understand that dental sales happen through distributor partnerships (Patterson, Benco, Henry Schein). STAR can create booth designs that facilitate distributor collaboration, provide co-marketing opportunities, and ensure your exhibit presence reinforces rather than competes with distributor relationships.
9.3 Health Information Systems Value Proposition
Why STAR for Solventum Health Information Systems
Healthcare IT conferences like HIMSS are overwhelming - hundreds of vendors promising AI-powered solutions, ROI optimization, and physician burnout reduction. Standing out requires more than software demos and spec sheets. It requires making intangible technology benefits visceral and memorable for busy healthcare executives who attend dozens of similar presentations.
Making Software Tangible: STAR specializes in creating experiential demonstrations that translate abstract technology benefits into concrete, memorable interactions. We can design “before and after” timed challenges where HIMSS attendees experience the time savings of AI-assisted coding versus manual processes - turning PowerPoint claims into felt experiences that drive qualified lead generation.
Revenue Cycle Storytelling: Your solutions solve real financial pain for healthcare systems - claim denials, coding backlogs, reimbursement delays. STAR can create interactive ROI calculators and data visualization displays that allow CFOs and revenue cycle leaders to input their organization’s metrics and receive immediate projections of potential savings. This data-driven approach separates serious prospects from casual browsers.
Physician Burnout Focus: Your ambient clinical documentation and AI-powered solutions directly address one of healthcare’s most pressing challenges. STAR can design booth experiences that feature actual clinician testimonials, burnout reduction case studies, and demonstrations showing how documentation happens unobtrusively - allowing conference attendees to understand the human impact beyond just efficiency metrics.
9.4 MedSurg (Medical-Surgical) Value Proposition
Why STAR for Solventum MedSurg
The wound care and surgical products market is intensely competitive - Smith+Nephew, Johnson & Johnson, KCI/Acelity, Mölnlycke all have significant trade show presence. Clinical evidence and patient outcomes determine purchasing decisions in this segment. Your exhibits must speak credibly to surgeons, wound care nurses, infection preventionists, and hospital supply chain leaders - each with different evaluation criteria.
Clinical Evidence Showcase Expertise: STAR has experience creating evidence-based exhibit displays that translate clinical trial data into hospital-specific impact projections.
Diamond Level Supply Chain Strength: Your HIRC Diamond Level Resiliency Badge demonstrates supply chain reliability - critical for hospitals selecting medical-surgical vendors.
9.6 Using This Messaging
These value propositions should be customized based on:
- Audience: Tailor language and emphasis based on whether you’re speaking with product marketing managers, operations leaders, or corporate executives.
- Collaborative Tone: Always frame these as conversation starters, not prescriptive solutions. The goal is to demonstrate understanding and create dialogue.
— End of Playbook —