Every business has a story. The skill is finding it — and getting it heard.

Dr Janine Kinahan had been working in Bathurst for around six months. She was looking for a way to reach the people in her new community who needed the kind of care she offered but didn’t yet know it existed.

That’s the conversation that brought her and Stitch together.

The brief

Janine’s practice, Function to Flow Chiropractic, specialises in areas that often go underserviced in regional communities — women’s health, nervous system function, child development, and pregnancy care. The work was evidence-based, carefully considered, and genuinely useful to the families around her.

But awareness was the gap. Not because the practice lacked credibility, but because health information in regional areas tends to travel slowly.

Janine wanted to change that — not to grow a waitlist, but to educate. To give people in the Central West access to accurate, practical information about their own health, delivered by someone with the training to back it up. If that brought new patients through the door, well and good. But that wasn’t the point.

Image caption: Dr Kinahan with Western Advocate journalist
Alise Gunning.

Stitch approached Janine because her story was exactly the kind that regional media is hungry for: a practitioner with genuine expertise, a clear community focus, and the confidence to speak plainly about complex topics.

The work started as a conversation between two people who could see the same opportunity — and it grew from there.

The approach

Stitch started where it often does: finding the story underneath the story.

Function to Flow wasn’t just a new business looking to make the usual “we’re here” announcement.

It was a practice with a particular kind of expertise that Central West families weren’t hearing about. That distinction shaped every pitch.

The campaign was built around a single strong angle — nervous system health and stress, framed for a general audience — and distributed across a deliberate mix of outlets.

Radio for reach and immediacy. Print for depth and shelf-life. Each pitch was tailored to the outlet and its audience. Each outlet was chosen because the overlap with Janine’s community, those she could help, was real.

Image caption: Dr Kinahan in the 2BS studio with host
Damian de Montemas.

Stitch worked closely with Janine throughout: helping her prepare for interviews, ensuring the language stayed grounded in what she could actually stand behind clinically, and keeping the tone educational rather than promotional.

Prepping producers and journalists on the topic and providing an interview framework they actually used.

The goal, in every room and on every platform, was to make Janine a trusted voice — not a headline.

The work

• Media strategy and campaign angle development

• Tailored pitch writing for regional radio, ABC, and local print

• Media liaison and interview preparation

• Ongoing advisory support through the campaign

The outcome

In a single campaign cycle, Function to Flow Chiropractic secured coverage across four significant Central West outlets:

ASR (Advertising Space Rate) figures sourced from iSentia media monitoring, April–May 2026. Village Voice ASR to be confirmed on publication. Broadcast audience figures not available from iSentia or Streem for regional radio outlets.

For a practice that had done no proactive media work before this campaign, the shift was significant — from trusted locally to known regionally, without a single overclaimed health statement.

The takeaway

Every business has a story worth telling. The question is rarely whether the story is there — it almost always is. The question is whether you can find the angle that matters to the right audience, at the right time, through the right channel.

That’s what we do at Stitch. For regional health practitioners, local retailers, service businesses, sole traders, and everyone in between.