'Clinically proven' - what should it mean?

I recently came across information about a cooling mat for dogs and cats. AniMat Cool Gel Mat™ (AnimAlarm®, http://theanimalarm.com/animat-cool-gel-mat/) which the company says “uses a unique patented gel that stays cool automatically with no activation”. Well of course this pricked my interest because I started to think about ways in which we could use this in the clinic.