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, thirteen Meta statics, three voiced reels for Stories and Reels, 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 from the brief and the real eyedocs.ca brand: calm, clinical and restrained, with type and contrast set for readers whose central vision is failing. Private noindex previews.
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.
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.
Revised 15 September: each unit now carries a faint background photograph of an older adult straining to read a book or a phone, the everyday detail loss the copy describes (deliberately not eye rubbing: dry AMD is painless). The people pictured are generated illustrations, not patients, and are never presented as patients. They are tinted into the brand and gated per text box: every line on every unit measures at least 7:1 contrast against the darkest pixel behind it. Secondary text was deepened slightly to make room. Carousel card 5 now reads "how to find out".
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.
Animated typography in Chisholm's own type and colours, photos from eyedocs.ca, a calm narrator saying MacuMira the way Zak approved by ear, and a silent end card with the no-obligation assessment, Dr. Stein and the phone number. Every word on screen is the word being spoken. All text sits inside Meta's Reels safe zone (clear top 14%, bottom 35%, sides 6%), so captions and the CTA button never cover it. Not published anywhere; gated on Dr. Stein like everything else.
Revised 15 September: the type-only scenes and end cards now sit on the same faint, contrast-gated reading photographs as the statics (illustrative people, not patients). The players below are preview renders of that version; the final masters render as soon as render credits are topped up.
"Dry macular degeneration affects central vision first. It can affect reading, and seeing faces. MacuMira is a non-invasive treatment for it."
"MacuMira is a non-invasive treatment for dry macular degeneration. Microcurrent, through closed eyelids. No needles. No surgery."
"Not everyone with dry macular degeneration is a candidate for MacuMira. An assessment with Doctor Jason Stein is how to find out."
Recommended flight order: C leads (it sells the assessment, the lowest-risk frame given the COS/CRS position), A for cold awareness, B as the retargeting follow-up because it is the most treatment-led. The 25 August reels and voice takes are superseded and removed from this board. B and C carry four small polish fixes from the second judge pass (a crossfade, a scale-in, two photo reframes) that are built into the preview renders above and follow into the final masters.
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 | Refreshed 15 Sept | "Health Canada licensed" wording, full COS/CRS fee-for-service sentence, em dashes removed |
| 13 Meta statics | Rendered | Ads Manager primary text at launch |
| 3 reels (9:16, voiced) | Preview | Two independent judge passes; final masters after render credits; Dr. Stein approves the spoken lines before any flight |
| 3-step email drip | Built | Wire into the clinic's CRM once confirmed |
| Assessment fee | Unknown | Pages stay silent on cost until the clinic supplies it |
| CRM wiring + SMS spec | Open | Needs CRM confirmation and read access |
| Client contact | None | Nothing sent. No account touched |
