In a September 7, 2007 game, Kevin Everett of the Buffalo Bills suffered a fracture and dislocation of his cervical spine, an injury doctors initially characterize as "life threatening."

To save him, Dr. Andrew Cappuccino of Buffalo Spine Surgery used a state-of-the-art temperature-control system, Coolgard 3000, which is not yet approved for use with spinal injuries.

Alsius, the company that produces the Coolgard, learned early about its use in Everett's treatment. But the situation was sensitive, making the PR task difficult.

Strategy