Due diligence

I've been researching osteoarthritis and hip replacement technologies for the last 5 years or more. Getting weekly summaries from Google Alerts on the topics. A few months back I read a Google alert that pointed me at a website by Jimmy Connors - a famous tennis player from the 80s. Jimmy had his hip replaced recently and liked the results so much that he'd become a spokesman for the company that made the hip (and promoted a particular surgical technique.) From that website, I located a surgeon that used the same technology and technique.