One of the eighty gazillion email newsletters I subscribe to is the one for the Ellen DeGeneres Show (marketing is marketing and Ellen, et al, know how to market!)
Anyway, here's a blurb promoting her show for this Friday, January 11th.
"I wrap up my week of favorite kids with 6 year-old CODY McCASLAND from Dallas Texas. Cody is a double amputee who recently finished a marathon to benefit the hospital he's been attending since birth. Just wait till you meet this incredibly brave little kid and hear his amazing story."
Now, if I were Cody's prosthetist I would be marketing the heck out of his visit to Ellen. But, that's just me.
At the very least, I'd be taping that segment and have it playing in the waiting room.