A Psychologist Who Understands
How Practitioners Think.
Whether you are a specialist physician, a therapist, an acupuncturist, or a wellness practitioner, the people you serve make decisions the same way: slowly, carefully, and only after they trust you. Dr. Sonja Elcic built an entire agency around that truth.
Dr. Sonja Elcic
I didn't come to healthcare 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, and wellness practitioners 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, or a wellness studio 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 healthcare, 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 healthcare practice will ever talk to.
A Physician in the Family
Sonja's younger sister is a physician in residency, which has given 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 they are to be medical specialists. Every modality is different. The trust challenge that sits 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 for your practice.
Real Results, Not Vanity Metrics
We have worked with endocrinologists, neurologists, pediatric specialists, EFT practitioners, and wellness centers. We know what good numbers look like in healthcare marketing 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.
Our Story
From organizational psychology to healthcare marketing specialist here's how we got here.
Why Practices Choose Us
Where to Find Us
Scottsdale, AZ 85260
Johnston, IA 50131
Let's Talk About Your Practice.
If you want a marketing partner who actually understands your world, we would love to connect. Start with a free discovery call no pressure, no obligation.
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