Function to Flow Chiropractic
Dr Janine Kinahan · Chiropractor · Bathurst, NSW
Three outlets in nine days. Then the project became a retainer.
Four story cycles. Five months of coverage.
Function to Flow began as a project. Discovery in March, then a single story built around what modern stress does to the nervous system — taken to four outlets with four different angles. All four ran it. The engagement became an ongoing retainer in June, and a new story cycle has run every month since. Twelve placements across seven outlets, and 40:16* of radio airtime across three stations, in five unbroken months.
March 2026
Discovery and buildDiscovery, media strategy, and one story worth telling
April 2026
3 placements“Live & Local with Damo” — nervous-system stress, with a live breathing demonstration
“Clinical excellence, holistic heart: meet our new, highly qualified chiro”
Breakfast with Alex James — workplace stress and burnout
May 2026
1 placement“The Stresses You’re Not Bringing to Your Chiropractor” — by-lined column
June 2026
3 placementsIn studio with Alex James — National Spinal Health Month
2MCE Breakfast with Dom Ingersole — spinal health and winter wellness
“Being kind to your body this winter” — second by-lined column
July 2026
1 placementPractice opening, 66 George Street, Bathurst
Kerry Peck — the new clinic on George Street
August 2026
4 placements“From a small suite to a new studio: the growth of Function to Flow Chiro”
The same feature, picked up down the mountain in Lithgow
The same feature again, carried into Oberon
“Canada-trained chiropractor opens doors in Bathurst as region attracts skilled health professionals”
What ran
“Clinical excellence, holistic heart”
Bathurst had a new chiropractor with eight years of Canadian training, twenty years in rural practice and 800 hours of post-graduate diplomate study — and nobody knew. This was the introduction, placed three days into the first story cycle.
“The Stresses You’re Not Bringing to Your Chiropractor”
Drafted by Stitch in Janine’s own voice and published under her name. A by-line puts a practitioner’s thinking in front of a community readership without needing an interview — and it is the placement most clients cannot get for themselves.
“Live & Local with Damo” on 2BS
Janine ran a live breathing demonstration on air — the sort of thing a presenter only allows when he trusts the guest. Twelve and a half minutes across three logged items, and 2BS came back unprompted for the clinic opening in July.
Twice on ABC, seven weeks apart
April was the first approach, on workplace stress and burnout. June was in studio for National Spinal Health Month, booked because April had worked. Seventeen minutes of ABC airtime across the two — and the June booking cost one phone call.
One interview, four mastheads, one day
Alise Gunning wrote about Janine in April. In August she came back for a feature on allied health arriving in the region — and Stitch supplied four other practitioners’ names so the story stood up as a regional story rather than a profile of one client. It ran across three ACM mastheads online and in the Village Voice in print and online, all on the same day.
2MCE Breakfast, in studio
Community radio has its own rules. Janine is introduced as a local chiropractor, with no practice name and no promotion — so this is not brand publicity and was never pitched as it. It is ten minutes of a specialist explaining spinal health to a listening area of 87,000†, which is worth more.
2BS on the new clinic
The day after the practice opened on George Street, a second 2BS presenter picked it up — a different show, the same station, three months on.
“Being kind to your body this winter”
The second by-lined column, four weeks after the first. Written by Stitch in Janine’s voice and timed to National Spinal Health Month — and it ran with her photograph and a credit line naming the practice, which a straight interview rarely delivers.
“Canada-trained chiropractor opens doors in Bathurst”
The opening written up as regional news rather than a business notice: workforce data on practitioners per thousand people, the Mayor and the Member for Bathurst, and Janine framing it around access to care. Print and online the same day — one masthead, one placement.
The Grand Opening
July’s entire programme was one event. The practice opened at 66 George Street on 29 July 2026 with the Mayor of Bathurst and the Member for Bathurst both speaking, sixteen outlets on the distribution list, and a media pack built around regional access to allied health rather than around a new business. Janine cut the ribbon herself.
When you get some of these services being provided in our communities, people can stay right here in their very own backyard without leaving town.
It’s been really lovely to have people already, even though they don’t know me, start to trust me with healthcare and being part of their healthcare team.
We have a terrific array of local businesses in Bathurst, and it is fantastic to see it growing with the addition of Dr Janine’s new practice.
Photography: Amie Hoolihan.
The retainer difference
One story, four rooms
Story one was a single idea — the nervous system under modern stress — taken to four outlets with four different angles. All four ran it. That is what a story cycle is: one piece of thinking, worked until it lands in every room it belongs in.
The second interview is the point
Alise Gunning wrote about Janine in April and again in August. ABC Central West had her in April and back in studio in June. 2BS interviewed her in April and covered her clinic opening in July. No first pitch does that. The retainer is what makes the second one possible.
Compliance is the craft
Chiropractic is a regulated profession. Every placement here was built inside AHPRA’s advertising rules — no outcome claims, no testimonials, no implied endorsement, every health claim sourced first. The constraint is exactly why the coverage reads as journalism instead of advertising.
Want a run like this for your business?
Function to Flow started as a single story cycle and became a Momentum Partnership. That is the shape most ongoing Stitch clients take: build the story, prove it works, then run it every month.
See how it worksNotes and sources
* Stitch calculation. Radio airtime is the sum of Isentia-logged durations for monitored segments, including lead-ins and back-announces. It excludes the 2BS segment of 30 July 2026, for which no duration was returned, so the total is a floor rather than a ceiling.
† 2MCE listening-area population per the 2MCE Sponsor Prospectus, citing the Community Radio Listener Survey, Orange and Bathurst, 2025. This is the population of the licence area, not a listener count.
No broadcast audience figures are published on this page because none exist — the monitoring reports returned no audience figure for any radio item in this set.
† Western Advocate readership of 22,777 is the Saturday average issue print readership, publisher-supplied via Australian Community Media and sourced to Roy Morgan Single Source, April 2025 – March 2026, people 14+. It is a masthead readership, not a measurement of this article.
† Central West Village Voice distribution of 10,000 print copies per fortnightly edition across the Lithgow, Bathurst, Oberon and Blayney areas is publisher-supplied. Distribution counts copies printed and delivered; it is not a readership measurement and the two are not interchangeable.
Placement counts, print sizes, page numbers, word counts and broadcast durations per Isentia and Streem monitoring. One story in one outlet counts as one placement; syndicated items are counted as placements and identified as such. Coverage means published or broadcast — a pitch, a booked interview or a journalist attending an event is not coverage.
Coverage is described as published. Nothing on this page is a claim about clinical outcomes and no patient testimonials appear, in line with AHPRA’s advertising guidelines for regulated health services. Quotations from the opening are reproduced as published by the reporting outlet.