One shoot. Fourteen assets. Three lanes, eight pillars, thirty-six episodes and a bench that never runs dry — because the inbox feeds it.
Buzz and Killer Health hook → YouTube longform builds trust → killer.health article and SHERPA capture the email → Peptide Buzz for consumers, Peptide Pure for clinicians. Owned beats rented, every time.
Hero brand. Authority, reach, podcast home.
Top-funnel OTC reach. High volume, high humor.
Answer the questions Mort gets every week. Teach the buyer, then sell.
Every piece of content belongs to exactly one pillar. If it doesn't fit a pillar, it doesn't get shot.
Contrarian takes on the system. Punch at incentives, never individuals.
Mechanism explainers. What it does, what it doesn't, what the trials missed.
IRB data, aggregated and anonymised. The moat.
The free, boring, dominant basics. TCD Level 1.
AI demos. The self-roast format performs best.
OTC product content. Unboxing, taste tests, skits.
Peptide Pure education. Chemistry, sourcing, cost, COAs.
Three-character skits. Mort plays all three. Highest share rate in the whole system.
KILLER HEALTH · hosted by Mort · produced by Jesse Natale, Summit Studios · 45–75 minutes · Sunday 5 PM ET, pinned. Every block is engineered to yield a clip before it is shot.
| Block | Length | Purpose | Yields |
|---|---|---|---|
| COLD OPEN | 0:00–0:45 | The most provocative line, ripped from the middle. | Short #1 |
| THE FRAME | 3–5 min | What we cover, what we don't. Sets the legal posture. | — |
| THE SCIENCE | 15–25 min | Mechanism. Papers on screen. Effect size, dropout, AE rate. | Shorts #2–3 + article |
| THE CONTROVERSY | 10–15 min | Where medicine and the internet disagree. Steelman both. | Short #4 · top virality |
| IS THIS NORMAL?? | 5–8 min | Listener-submitted symptom or lab. Never a diagnosis. | Short #5 + email capture |
| THE BENCH | 4–6 min | One Peptide Pure education question, answered cold. | Short #6 → PP traffic |
| ASK SHERPA | 3–5 min | Live AI query. Best when SHERPA contradicts Mort. | Short #7 + signups |
| THE REGISTRY | 3–5 min | What our IRB data shows. Competitors cannot repeat it. | Short #8 |
| SO NOW WHAT | 5 min | Four questions before you act. Non-prescriptive. TCD tie-in. | Short #9 + book funnel |
1 SHOOT → 1 LONGFORM + 9 SHORTS + 1 ARTICLE + 1 EMAIL + 1 LINKEDIN + 1 X THREAD = 14 ASSETS
Arc I sells the molecules. Arc II indicts the system. Arc III is the Cockroach Code — the philosophy that makes the other two matter.
| EP | Title & hook | Brand | Guest | Status |
|---|---|---|---|---|
| 01 | Ozempic and the Peptide RevolutionThey banned the molecule that works. Follow the money. | KH | Solo | SCRIPTED |
| 02 | Peptides 101: The Orientation Nobody Gives YouNot a hype train. Not dosing advice. A road map. | PP | Solo | SCRIPTED |
| 03 | Tirzepatide vs RetatrutideTwo receptors vs three. Here is what that buys you. | PP | Solo | PLANNED |
| 04 | BPC-157: The Animal Data and the Human GapAmerica's most-used peptide has almost no human trials. | PP | Solo | PLANNED |
| 05 | Gray Market: Real Peptides vs PoisonSix vendors tested. Results on screen, names off screen. | PP | Kaveh or solo | PLANNED |
| 06 | The Mitochondria MatrixYou are not lazy. You are unplugged. | KH | Dr. Meletis | PLANNED |
| 07 | NAD vs NR vs NMNA $500M industry built on three letters nobody can distinguish. | BUZZ | Sinclair (reach) | PLANNED |
| 08 | GHK-Cu, the Peptide Everyone CopiesThe molecule in the $400 serum costs pennies. | BUZZ | Solo | PLANNED |
| 09 | The Sleep StackSleep ranks #1 by evidence. Everyone skips it. | KH | Solo | PLANNED |
| 10 | The Resurrection Molecule: GDF11It reversed aging in mice. Humans next, and not cheaply. | KH | Kaeberlein (reach) | PLANNED |
| 11 | Read a Peptide Trial Without a PhDThree numbers. The headline lies if the other two are bad. | KH | Solo | PLANNED |
| 12 | Cycle Length Beats DoseReceptor desensitisation ruins good molecules. | PP | Solo | PLANNED |
| 13 | The Testosterone EpidemicYour grandfather had double your T and never saw a clinic. | KH | Dr. Elaine | PLANNED |
| 14 | The Great Thyroid ScamNormal labs, wrecked life. The marker they refuse to run. | KH | Dr. Elaine | PLANNED |
| 15 | Your Doctor Isn't a Coward. They're Rational.Insurance pays $32 for the visit where you ask about TRT. | KH | Solo | PLANNED |
| 16 | Controlled CollapseYour disease has a billing code. Your healing does not. | KH | Solo | PLANNED |
| 17 | Blood Sugar Is Everything60% of healthy people spike over 140 and never know. | BUZZ | Means (reach) | PLANNED |
| 18 | COVID, Clots and Cover-UpsThree years later they are still gasping. Microclots are why. | KH | Solo | PLANNED |
| 19 | Mold IllnessIn half of American homes and no standard test finds it. | KH | Solo | SCRIPTED |
| 20 | Escaping the Psych Med TrapDepression is not a Prozac deficiency. Half cannot get off. | KH | Solo | PLANNED |
| 21 | Autoimmunity UnlockedOne in five Americans. Genes did not change in 30 years. | KH | Fitzgerald (reach) | PLANNED |
| 22 | Endocrine DisruptorsSperm counts down 60%. There is estrogen in your receipts. | KH | Solo | PLANNED |
| 23 | Eggs and Meat Aren't Killing YouThe lipid panel your doctor reads is 40 years out of date. | KH | Solo | PLANNED |
| 24 | What If Cancer Is Mitochondrial?Cancer cells run on sugar. Why no fasting discussion? | KH | Dr. Anderson | PLANNED |
| 25 | Choose Your AdversityChoose your adversity, or life chooses for you. | TCD | Solo | PLANNED |
| 26 | Death by ConvenienceTwelve minutes of walking a day. Your Roomba is the problem. | TCD | Solo | PLANNED |
| 27 | Oxygen Is the Ultimate DrugAt 29,000 feet you learn what matters. It is not seed oils. | KH | Collin West | PRIORITY |
| 28 | Dopamine NationYou are not depressed. You are overstimulated. | BUZZ | Solo | PLANNED |
| 29 | The Nervous System GlitchThe vagus nerve is your router. Time to reset it. | KH | Solo | PLANNED |
| 30 | The Gut Is Your First BrainYour depression might be a parasite. | BUZZ | Solo | SCRIPTED |
| 31 | Sunlight, Sex and GroundingFree medicine nobody prescribes because nobody profits. | TCD | Solo | PLANNED |
| 32 | Medicine of MeaningPurpose lowers all-cause mortality 23%. Ibuprofen does not. | TCD | Solo | PLANNED |
| 33 | Cockroach SuperpowersCockroaches survive nukes. You cannot survive TikTok. | TCD | Solo | PLANNED |
| 34 | The Masculinity CollapseT down, suicide up. Coincidence is doing heavy lifting. | KH | Solo | PLANNED |
| 35 | Leap of Faith: Psychedelics60% remission. The FDA is slow-walking psychiatry's best data. | TCD | Solo | PLANNED |
| 36 | Everest, the Arctic and the Death ZoneTwo rescues above 8,000m. 41 days rowing the Arctic. Same lesson. | KH | Collin West | PRIORITY |
One room, three characters, one costume change each. The highest share rate in the system, and the cheapest thing we shoot. Rule holds: punch at incentives, never at a named person or brand.
A patient asks for the thing that works. The rep reads a script written in 1997. The doctor watches, powerless, billing $32.
Same patient, same complaint, three tiers of medicine. The chatbot is the only one who asks a second question.
A shopper wants to feel better. The influencer is filming a shelf. The clerk has worked here eleven years and knows everything.
The thyroid shows up to the appointment to defend itself. Nobody ordered the test that would have heard it.
A buyer asks for the certificate. The vendor emails a JPEG. The analyst, uninvited, reads it out loud.
Two men argue about what works. The third one has the actual study open and neither will look at it.
A wellness company decides what it can legally say. Compliance keeps shrinking the sentence until nothing is left.
Three optimisers admit what they actually do. None of them sleep. All of them own a ring.
Mort asks a hard question. SHERPA cites the source. The random chatbot invents a study and a doctor to go with it.
A patient tries to get one result. The portal wants a password from 2019. The voicemail loops forever.
Every claim from a viral video read back, one line at a time, under oath.
Three degrees of a supply chain. The person who made it is the only one who has seen a lab.
Every question Mort answers in a DM once should be answered on camera once. Each becomes a short, a killer.health article and a SHERPA corpus entry. Hard rule for this lane: chemistry, sourcing, manufacturing and economics only. No dosing, no protocols, no indications. When a question shows up three times in the inbox, it gets shot.
It is not a peptide. 344 residues, so it has to be made recombinantly in a living system, then folded and purified. Different factory, different math.
Chain length, synthesis route, purification passes, order volume. Length is the big one.
Synthesis and lyophilisation are batch operations. Setup cost is identical for 10 vials or 10,000.
Lyophilisation removes the water that drives hydrolysis. Dry lasts years, solution lasts weeks.
Disulfide bridges, unusual residues and cyclisation each add steps and cut yield.
Gastric acid and proteases treat peptides as food. Bioavailability approaches zero without a delivery system.
Two APIs, one lyo cycle. Saves a vial and a fill run, but only if both are stable in the same conditions.
Usually purity spec, testing depth, and whether anyone paid for endotoxin and residual solvent panels.
Line by line, on camera, with a real one. HPLC gives purity, mass spec gives identity. One without the other is meaningless.
No lab name, no analyst signature, no batch number, a chromatogram that is too clean, or a date that predates the batch.
It says nothing about what the other 1% is. Truncated and deletion products are the ones that matter.
The test that separates a real supply chain from a repackager. Ask for the LAL result.
TFA is a synthesis residue. Salt form changes net peptide per milligram, so it changes what you paid for.
Process consistency, not product quality. The facility does what it documented.
Heat, light, moisture, freeze-thaw. Ranked. Most people worry about the wrong one.
Payload in mg divided by 10 equals mL of bacteriostatic water. 10 mg/mL every time. One rule, whole catalog.
It reconstitutes at 200 mg/mL, so a 1000 mg vial takes 5 mL. Different molecule, different rule.
Benzyl alcohol is what makes a multi-use vial multi-use. Sterile water is single-use by definition.
Headspace matters for lyo cycle quality. Amber is for photosensitive payloads.
Collapsed, shrunken or melted back. Visual guide. Grade your own vial.
A real legal category with real boundaries, not a wink. Explaining it honestly is the differentiator.
Four lanes, four authorities, four levels of oversight. Most buyers cannot name the difference.
It reshaped what compounders can touch, which reshaped the market. Timeline on screen.
Approval tracks who paid for the trial, not what the trial showed.
Seven questions. Printable checklist. This is the email-capture piece.
Post windows ET — 7 AM TikTok slot A · 8 AM X hot take · 9 AM IG Reels · 12 PM YouTube Shorts + registry stat · 7 PM TikTok slot B · Sunday 5 PM YouTube longform. Run 7 AM against 7 PM for fourteen days and kill the loser.
| Day | Activity | Owner | Output | Min |
|---|---|---|---|---|
| MON | Pillar planning — pick 7 topics, lock hooks | Mort + Nawsheen | 7 topic cards | 30 |
| MON | Weekly review — top/bottom 3, signups, registry adds | Mort + Beau | Week's decisions | 30 |
| TUE | Shoot batch A — 3–4 videos | Mort + Beau | Raw footage | 90 |
| WED | Edit batch A, captions, schedule | Iqra | Scheduled posts | 120 |
| WED | LinkedIn clinical reframe | Mort | 1 post | 20 |
| THU | BENCH SESSION — 3–4 education pieces | Mort | Raw footage | 90 |
| FRI | Edit batch B, captions, schedule | Iqra | Scheduled posts | 120 |
| FRI | Inbound question log → Bench intake | Nawsheen | Updated bank | 20 |
| SAT | Light day — reaction video if warranted | Mort | 0–1 video | 60 |
| SUN | Cut and publish longform | Jesse / editor | 1 longform | 120 |
| DAILY | Community management — replies, comments, DMs | Nawsheen + Garrett | Engagement | 30–60 |
Kaveh reviews and signs before Iqra, Nawsheen or any subcontractor posts under this table.
| Person | Owns |
|---|---|
| Mort | Face, hooks, final approval, longform host, Bench sessions, all three characters |
| Beau Purvis | Capture, co-lead, account admin, vault admin, platform inventory |
| Nawsheen | Inbound question log → Bench intake, community management, captions, Monday planning |
| Iqra | Organic posting, hook editing, captions, scheduling — 3-month trial Aug–Oct |
| Jesse Natale | Longform production quality, hero episodes, Summit Studios |
| Garrett Turner | Ops, engagement |
| Zlatin | killer.health publishing + schema, Search Console, DNS |
| Kaveh Newmen | Compliance sign-off |