Internal review · not client-facing
The full campaign for the no-obligation MacuMira assessment with Dr. Jason Stein: a clinical copy deck awaiting his sign-off, four landing pages built through Lovable on the corrected loop, thirteen Meta statics, three reels with voiceover, and a three-step email drip. Everything traces to the claims file; nothing has touched a client account.
Every medical sentence the campaign wants to publish, with its source and Approve / Edit / Remove boxes for Dr. Stein — including claim 10, the December 2024 Canadian Ophthalmological Society and Canadian Retina Society caution statement, which the campaign discloses on the page rather than hoping nobody finds it.
Built by Lovable from the brief, the real eyedocs.ca brand tokens, and design direction translated from a Mobbin pass (Ease / Amigo register: calm, clinical, restrained). Exported and deployed as a static noindex preview.
Everyday scenes in the third person, the Amsler grid as the low-commitment ask, MacuMira in plain terms, Dr. Stein, FAQ, booking form.
Stat rail, four assessment steps, the evidence section with the pilot caveats AND the COS/CRS position statement, candidacy, dark form.
Six signs a family member notices, three scripts for raising it without a fight, what the appointment actually is, a two-person form.
Print-calibrated to a stated physical size, six plain steps, and the "this is not a diagnosis" line. The campaign's genuinely useful giveaway.
Lovable project: MacuMira Clarity — edits happen there, exports redeploy to the same preview URL.
Two message tests — the symptom hook (A) and the wait-and-watch hook (B) — across 1:1, 4:5, 9:16 and 1.91:1, plus a five-card carousel that runs the landing page as a swipe story: workarounds → what dry AMD affects → the Amsler grid → MacuMira in plain terms → the candidacy close. Every headline is third person. No outcome claims, no prices, no before/after.
Meta ad-safety: symptom copy is descriptive and third person; nothing implies knowledge of the viewer's condition. The same discipline must carry into the Ads Manager primary text, which is written at launch.
Slow push on the statics with a loudnormed constant-level voiceover — deliberately no music bed: a clinical message to a 75-year-old reads calmer and more credible dry. Pacing is slowed for the audience. Pick the voice; swapping is a re-render, minutes.
The symptom script over the Message A story unit.
The wait-and-watch script over the Message B story unit.
Feed-ratio variation of the symptom script.
Day 0 what-happens-next, the Amsler grid as a genuinely useful follow-up, and a no-pressure re-approach for people who never booked. 17px body, one bulletproof CTA each, CASL complete, no merge braces in body copy. The study is never cited in email.
What the assessment involves and what to bring.
The Amsler grid, correctly instructed, never diagnostic.
Plain restatement of what the appointment is and is not.
| Deliverable | State | Next |
|---|---|---|
| Clinical copy deck (10 claims) | Gate | Dr. Stein marks up Approve / Edit / Remove |
| 4 landing pages (Lovable) | Built & live | Judge pass, then Dr. Stein sees them with the deck |
| 13 Meta statics | Rendered | Ads Manager primary text at launch |
| 3 reels + 4 VO takes | Rendered | Zak picks the voice; client footage version later |
| 3-step email drip | Built | Wire into the clinic's CRM once confirmed (WC3 server was down) |
| Assessment fee | Unknown | Pages stay silent on cost until the clinic supplies it |
| GHL wiring + SMS spec | Open | Needs CRM confirmation and read access |
| Client contact | None | Nothing sent. No account touched |
