Chisholm Optometry
Draft for clinical sign-off
MacuMira campaign · 25 August 2026

Every medical sentence we want to publish, for your approval.

Dr. Stein — before we build any advertising for the MacuMira assessment, we would like you to approve the wording. Below is every clinical or medical claim we propose to use, where each one appears, and the source it comes from. Nothing gets built until you have been through this.

Please strike anything you are not comfortable with. We would rather cut a sentence than defend one.

The approach, in one paragraph

We are not advertising the treatment. We are advertising an assessment with you.

The published trial only enrolled people whose best-corrected vision was between 20/50 and 20/200, so not everyone with dry AMD is a candidate. That makes the assessment the honest first step rather than a sales step, and it means none of our advertising has to make a promise about anyone's vision. Every ad, every page and every email points at one thing: book an assessment with Dr. Stein and find out where you stand.

Two rules we are applying to ourselves

  • No outcome promises. The words cure, reverse, restore, guaranteed and proven to improve your vision do not appear anywhere in the campaign.
  • No second-person diagnosis. Facebook's advertising policy prohibits implying we know a person's medical condition, and it is also just poor manners. So we never write "your macular degeneration" or "are your straight lines wavy?". We describe the symptom in general terms and let the reader recognise themselves in it.

The claims, one at a time

Each is shown exactly as it would be published.

01What the treatment is All pages · body copy
MacuMira is a non-invasive treatment for dry age-related macular degeneration. It uses microcurrent stimulation, delivered through closed eyelids. There are no needles and no surgery.
Source: MacuMira product information, and the published trial, which describes transpalpebral microcurrent electrical stimulation.
Approve Approve with edits Remove
02Device status Google page · body copy
MacuMira is a Health Canada approved device.
Source: MacuMira states this. We would like you to confirm it independently before we publish it, since it is the kind of claim that gets checked.
Approve Approve with edits Remove
03What the course involves Google page · Family page
A full course is six treatments over about 30 weeks. Each session takes around half an hour.
Source: the published trial protocol — treatments on three days in week one, then single treatments at weeks 2, 14 and 26, 30 minutes per session. Please confirm this matches how you will actually run it in the clinic, since your schedule is what patients will experience.
Approve Approve with edits Remove
04Who is a candidate All pages · this is the spine of the campaign
Not everyone with dry AMD is a candidate. The assessment is how you find out.
Source: the published trial enrolled adults aged 50 and over with confirmed dry AMD and best-corrected vision between 20/50 and 20/200. We have deliberately kept the specific acuity range out of the advertising so that nobody self-diagnoses out of an appointment. Tell us if you would rather it were stated.
Approve Approve with edits Remove
05The evidence — the only place a number appears Google page only · body copy · never in an ad
In a randomised, sham-controlled pilot study of 62 people published in the International Journal of Retina and Vitreous in 2023, participants who received the treatment read on average 10.4 more letters on a standard eye chart at 30 weeks than those who received a sham treatment. The study was carried out at a single clinic in British Columbia, and its authors describe it as a pilot.
Source: Parkinson KM, Sayre, Tobe. Int J Retina Vitreous 2023;9(1):36. 43 treatment participants, 19 sham controls. Difference in change 10.4 letters (95% CI 7.8–13.1, p<0.001) at 30 weeks.

Note on what we are NOT using: MacuMira's own marketing says "100% of patients saw improved visual function". We have chosen not to repeat that. It is a stronger framing than a single-centre pilot of 62 people supports, and we do not think it is a sentence a regulated Ontario optometrist should have to defend. The version above is the same study, stated conservatively.
Approve Approve with edits Remove
06Symptom description Facebook page · ads · reels
Dry AMD affects central vision first. It shows up in the things that need detail — reading, recognising a face across a room, seeing clearly in low light. Straight lines that begin to look wavy or broken are one of the signs worth getting checked.
Source: standard clinical description of dry AMD symptoms. This is the paragraph we would most like your eye on, because it is the one that does the work in the advertising and it has to be accurate as well as recognisable.
Approve Approve with edits Remove
07The Amsler grid giveaway Lead magnet · printable
Print this grid, wear your reading glasses, hold it about 15 inches away, cover one eye and look at the centre dot. If any of the lines look wavy, blurred or missing, book an assessment. This is not a diagnosis. It is a prompt to get looked at properly.
Source: the standard Amsler grid self-check. Please confirm the instructions and the distance, and tell us if you would word the "this is not a diagnosis" line differently.
Approve Approve with edits Remove
08The offer itself Every page, every ad, every email
Book a no-obligation MacuMira assessment with Dr. Jason Stein at Chisholm Optometry.
Note on wording: we say no obligation, meaning nobody is committed to going ahead with treatment. We do not say free or complimentary anywhere, because we have not been told the assessment is free and we will not imply it. If there is a fee, tell us and we will state it plainly.

We are also not publishing the cost of the full treatment course, and we are making no statement about OHIP or insurance coverage, because we have not been given those either. If you can supply them, both would materially help — cost is the first question patients ask about a six-session course.
Approve Approve with edits Remove
09Availability in Greater Sudbury All pages · ads · reels · emails
Chisholm Optometry is the only clinic in Greater Sudbury offering MacuMira.
Source: confirmed by the practice. This is a statement about where the treatment is available, not a claim that Chisholm is better than anyone else, which is why we are comfortable running it.

Two things to note. First, please countersign it, because it is the single most checkable sentence in the campaign and it should be yours rather than ours. Second, it can go out of date the moment another Sudbury practice takes the device on, so we will re-check it before each new flight of ads and pull it the day it stops being true.
Approve Approve with edits Remove
10 The Canadian Ophthalmological Society position statement Google page · evidence section
In December 2024 the Canadian Ophthalmological Society and the Canadian Retina Society issued a joint position statement advising caution on microcurrent treatment for dry AMD. They note that early studies suggest it may help, but that there is not yet enough long-term evidence to confirm its safety or effectiveness, and they recommend that patients and doctors discuss the treatment carefully and understand its limitations before deciding.
Source: Canadian Ophthalmological Society and Canadian Retina Society, Joint Position Statement on the Use of Patented Microcurrent Technology for Dry AMD, December 2024. cosprc.ca

Why we are putting this in front of you, and why we have written it onto the page. We did not know about this statement when we drafted the rest of this deck. Our own reviewer found it. Our first instinct was to leave it out, and we think that would have been the wrong call: the entire defence of this campaign is that it is more conservative than the manufacturer's marketing, and that defence does not survive a reader who finds the statement after we did not mention it.

So the evidence section now names it. It costs us a little persuasion and buys a lot of credibility, and it points at the same place everything else does — a conversation with you. This is a clinical judgement, not a marketing one, so it is entirely yours. If you would rather we word it differently, or leave the treatment claims off the campaign altogether, say so and we will.
Approve Approve with edits Remove

What we are deliberately not saying

So you can see the guardrails as clearly as the copy.

Not being usedWhy
"100% of patients saw improved visual function"MacuMira's marketing line. Stronger than a 62-person single-centre pilot supports.
Any before-and-after vision image or simulationProhibited by Meta, and it would misrepresent an individual outcome as typical.
"Cure", "reverse", "restore your vision", "guaranteed"Outcome guarantees. Not defensible and not true.
"Do you have macular degeneration?" and any second-person diagnosisBreaches Meta's rule against implying knowledge of a person's medical condition.
Patient testimonials or success storiesNone used unless you supply them with written patient consent.
Any OHIP or insurance coverage statementWe have not been given the facts, so we say nothing.

What we need back from you

  • Your marks on the ten claims above. Approve, edit, or remove.
  • The assessment fee, if there is one. We are currently saying "no obligation" and staying silent on price. Give us a number and we will state it plainly.
  • Confirmation of the treatment schedule as you will actually run it.
  • Confirmation that MacuMira is Health Canada approved, from your own source.
  • Your countersignature on claim 09, that you are the only clinic in Greater Sudbury offering MacuMira. We are running it, and we would like it on the record from you.
  • Optional but valuable: treatment course cost, and anything true about OHIP or private insurance coverage.

Once this comes back, the full campaign gets built to it and nothing outside it renders: three landing pages, the printable Amsler grid, the ad set, short videos, and the follow-up emails. You will see all of it on a private review link before anything is public.