The human science behind your growth
Most marketing agencies guess. At Citrine, we use evidence. We've spent over a decade studying the most complex engine in the world, the human mind. With a Ph.D. in Industrial-Organizational Psychology, Dr. Sonja Elcic has dedicated her career to understanding what motivates people to take action.
Dr. Sonja Elcic
I didn't come to health and wellness marketing through a textbook. My younger sister is a physician in residency. But the providers I connect with most deeply are not always medical doctors. They are therapists, acupuncturists, energy practitioners, psychologists, wellness practitioners, and hospitality teams who have devoted their lives to helping people feel better, and who deserve marketing that honors that work.
"Whether you call the people you serve patients, clients, or guests, whether your practice is a specialty clinic, a therapy office, a wellness studio, or a hotel, my job is the same: to help them find you, trust you, and choose you."
My Ph.D. is in Industrial-Organizational Psychology, the science of how people make decisions, form trust, and take action. In health, wellness, and hospitality, that matters more than in almost any other industry. People don't choose a specialist on impulse. They research, compare, read reviews, and need to feel genuinely confident before they ever reach out. I build marketing around that reality.
I also grew up watching my parents run their own small businesses. I saw firsthand what it costs when marketing doesn't work, and what it means when it does. That background is why I treat every client's budget like it's my own.
What makes this agency different
Three things that separate Citrine from every other marketing agency a health, wellness, or hospitality brand will ever talk to.
A Physician in the Family
Sonja's younger sister is a physician in residency, which gave her an early, personal window into the healthcare world. But the providers she connects with most are as likely to be therapists, acupuncturists, energy practitioners, or integrative wellness practitioners as medical specialists. Every modality is different. The trust challenge at the heart of all of it is the same.
The Science of Decision-Making
Industrial-Organizational psychology is the study of why people do what they do: how they form trust, process information, and decide to act. Most agencies look at what people click. We look at why they click, why they hesitate, and what finally moves them. That foundation informs every ad, every piece of content, and every email we create.
Real Results, Not Vanity Metrics
We've worked with endocrinologists, neurologists, pediatric specialists, EFT practitioners, and wellness centers. We know what good numbers look like and what they should actually cost. A 9.83% Google Ads CTR for an endocrinology practice. $10 per conversion for a neurology center. These are the standards we hold ourselves to.
Marketing built for people who chose to help.
Whether you spent years in medical training, earned a license in counseling, studied Eastern medicine, or built a wellness practice from the ground up, you chose this work because you genuinely want to help people. You deserve a marketing partner who takes that as seriously as you do.
When a provider sits across from us, whether they are a therapist, a naturopath, an acupuncturist, or a specialty physician, they are not just evaluating our services. They are evaluating whether we actually understand their world. Do we know why someone researches an EFT practitioner for three months before booking? Do we understand why a person choosing a therapist or a wellness provider needs to feel emotionally safe before they ever fill out a contact form? Do we respect the nuance of modalities that mainstream audiences may not immediately understand?
The answer is yes, because this is not a new subject for us. It is personal.
We Speak the Language
From endocrinology to EFT, we create content that reflects genuine clinical understanding, not generic health marketing copy.
We Respect the Standards
We understand the evidence standards and reputational stakes health providers operate under. We never overstate, oversimplify, or compromise your credibility.
We Earn the Trust
Our longest partnerships are 1.5 years and counting. Clients stay because the work holds up and the relationship is built on honesty, not promises.
From organizational psychology to a specialist focus
Here's how we got here.
Founded in Scottsdale, Arizona
Citrine launched with a focus on organizational psychology, customer satisfaction research, employee engagement, and organizational assessments. The foundation was always behavioral science: understanding why people do what they do inside businesses and markets.
Expanded into full-service marketing
As client needs grew, so did our scope. We added social media management, content marketing, email, and paid advertising, building a full-service agency grounded in the same behavioral science principles that defined our consulting work.
Found our specialist focus
After consistently seeing the strongest results and the longest client relationships in health, wellness, and hospitality, we made a deliberate choice to focus there. Endocrinologists, neurologists, pediatric specialists, EFT practitioners, and wellness centers became our primary partners, and the work became sharper for it.
Serving brands nationwide
Today, Citrine serves health, wellness, and hospitality brands across the United States from offices in Scottsdale, AZ and the Des Moines, IA metro area. We work virtually with clients in any market, bringing psychology-driven strategy to every engagement.
Two offices, nationwide reach
9375 E Shea Blvd
Scottsdale, AZ 85260
6701 Corporate Dr
Johnston, IA 50131
Questions about working with us
What is I-O psychology, and how does it apply to marketing?+
Industrial-Organizational psychology is the scientific study of human behavior in the workplace and in decision-making. Applied to marketing, it means we use evidence-based principles about how people process information, form trust, and make decisions. Instead of relying on guesswork, we build campaigns around what research shows actually works.
Who is behind Citrine Research and Consulting?+
Citrine was founded by Dr. Sonja Elcic, who holds a Ph.D. in Industrial-Organizational Psychology. Our team brings together expertise in behavioral science, marketing strategy, content creation, and advertising to deliver work that connects with people on a deeper level.
Do you work with brands nationwide?+
Yes. While we're based in Scottsdale, AZ and serve the Des Moines, IA metro area, we work with clients across the United States through virtual collaboration. Strategy sessions, content creation, and campaign management all run seamlessly over video and shared tools.
How is your agency different from freelancers or big agencies?+
Unlike freelancers, we offer a full team with expertise across social media, content, email, and advertising. Unlike big agencies, you get direct access to senior strategists, not junior account managers. And unlike both, every strategy we build is grounded in behavioral science, not just creative instinct.
Let's connect
If you're looking for a marketing partner that combines human insight with digital strategy and treats your budget like their own, we'd love to hear from you.
Book a Free Discovery Call