Health, wellness & hospitality marketing in Des Moines, IA
Citrine Research and Consulting brings behavioral science to marketing for healthcare practices, wellness providers, and hospitality brands in Des Moines and central Iowa. Every strategy is led by an I-O psychologist with a Ph.D., built around how the people you serve actually decide.
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Citrine Research and Consulting is a psychology-driven marketing agency with an office in Johnston, Iowa, serving the greater Des Moines metro area. Founded in 2019 by Dr. Sonja Elcic, an I-O psychologist with a Ph.D. in Industrial-Organizational Psychology, Citrine specializes in social media management, expert education content, email newsletters, and paid advertising for healthcare practices, wellness centers, therapists, integrative health providers, hotels, and hospitality brands across central Iowa.
Marketing built around how people choose you
Des Moines has a growing and diverse market for health, wellness, and hospitality. Between the expanding network of specialty practices, the rising demand for integrative and mental health services, a population that values trusted community providers, and a hospitality scene serving both locals and visitors, standing out requires more than a social media presence or a boosted post.
The people searching for a neurologist, a therapist, an acupuncturist, a wellness center, or a place to stay in Des Moines are making careful decisions. They research, compare, read reviews, and look for reasons to trust before they ever reach out or book. That is exactly the environment where psychology-driven marketing outperforms generic agency work.
At Citrine, we do not run cookie-cutter campaigns. We study your specific audience, apply behavioral science to your messaging and content, and build strategies that meet people where they are in their decision, whether they are choosing a provider for their care or a property for their stay.
Marketing services for Des Moines brands
Every service is grounded in behavioral psychology and built around how the people you serve actually research and choose a provider or a place to stay.
Social Media Management
Content built around the trust timeline of healthcare and hospitality decisions. Platform-specific posting, engagement, and optimization for Instagram, Facebook, and LinkedIn that turns followers into patients and guests.
Expert Education & Experience Content
SEO-informed articles and posts that translate your clinical expertise or your guest experience into content people can find, understand, and trust. Optimized for search and AI engines.
Email Newsletters
Psychology-based newsletters that keep your practice or property top of mind with current and prospective clients and guests. Strategy, writing, and management handled for you.
Paid Advertising
Google Ads and Meta campaigns built around how people in healthcare and hospitality contexts actually make decisions. Setup, active management, and ongoing optimization.
Consulting and I-O psychology
Beyond marketing, Citrine's roots are in behavioral research. These services help Des Moines practices, wellness providers, and hospitality teams understand their people, strengthen their teams, and make better decisions.
Market Research
Structured research into your audience, your competitors, and your market, so your strategy is built on evidence rather than assumptions. Especially valuable before a launch, a rebrand, or entering a new Des Moines market.
Stay Interviews
Proactive, structured conversations with your current employees to understand what keeps them engaged and what might cause them to leave. A retention tool grounded in I-O psychology, ideal for practices and hospitality teams where turnover is costly.
Business Coaching
One-on-one coaching for owners and leaders, drawing on organizational psychology to sharpen decision-making, leadership, and team dynamics as your practice or property grows.
Personality Assessments
Validated personality and behavioral assessments to support smarter hiring, stronger teams, and better-fit roles. A practical application of I-O psychology for building the kind of team your clients and guests can feel.
Why Des Moines practices and properties choose Citrine
Led by a psychologist who understands trust
Dr. Sonja Elcic holds a Ph.D. in Industrial-Organizational Psychology and founded Citrine in 2019. Her background in how people form trust, evaluate options, and make decisions is directly applicable to health, wellness, and hospitality marketing, where those dynamics are more consequential than almost any other industry. Citrine's Iowa office is personal, this is where she is from and where she built her practice.
We understand the Iowa market
Iowa health, wellness, and hospitality providers often serve tight-knit communities where reputation travels fast and word of mouth matters enormously. We build strategies that support the kind of trust-based growth that works in this market, earning attention through credibility and consistency rather than paid reach alone.
We respect your work and your people
Whether someone is choosing your practice for their care or your property for a getaway, they are trusting you with something that matters to them. We approach that with the same seriousness: content that honors your expertise and your experience, messaging that does not overpromise, and strategies that build real trust.
We focus on results, not activity
Posting regularly is not a strategy on its own. We measure success by inquiries and bookings generated, cost per lead, and how your audience is growing in ways that reflect genuine interest. Every client gets clear monthly reporting tied to real outcomes.
Areas we serve in Iowa
Our Des Moines metro office is located at 6701 Corporate Dr, Johnston, IA 50131. We serve health, wellness, and hospitality brands throughout central Iowa, including:
We also work with health, wellness, and hospitality brands nationwide through virtual collaboration. If you are outside of Iowa, we would still love to connect.
Citrine Research and Consulting, Des Moines Metro Office
6701 Corporate Dr, Johnston, IA 50131
Phone: (602) 789-4875
Monday through Friday, 9:00 AM to 5:00 PM CST
Frequently asked questions
What makes Citrine different from other Des Moines marketing agencies?+
Citrine is led by Dr. Sonja Elcic, an I-O psychologist with a Ph.D. in Industrial-Organizational Psychology. Unlike agencies that rely on trends and templates, Citrine builds every strategy around behavioral science and the specific way people decide about their health, wellness, and where they choose to stay. Our longest client relationships run well over a year, which reflects how compounding, trust-based marketing works over time.
What services does Citrine offer in Des Moines?+
Citrine offers four core marketing services: social media management, expert education and experience content, email newsletters, and paid advertising on Google and Meta. We also provide research and consulting services rooted in I-O psychology, including market research, stay interviews, business coaching, and personality assessments. Every service is grounded in behavioral science and built around how the people you serve actually research and choose a practice or a property.
Where is Citrine Research and Consulting located in the Des Moines area?+
Our Des Moines metro office is at 6701 Corporate Dr, Johnston, IA 50131. We serve health, wellness, and hospitality brands throughout central Iowa and across the United States. You can reach us at (602) 789-4875 or book a discovery call online.
What types of brands does Citrine work with in Des Moines?+
We work with medical practices, specialty clinics, neurologists, endocrinologists, therapists, psychologists, acupuncturists, EFT practitioners, wellness centers, integrative health providers, hotels, and hospitality brands throughout the Des Moines metro area and central Iowa.
How much does marketing cost for a Des Moines practice or property?+
Marketing costs vary based on the services you need and the scope of work. Every engagement starts with a free discovery call so we can give you an accurate recommendation based on your brand and goals, with no obligation.
Does Citrine offer free consultations?+
Yes. We offer a free discovery call where we learn about your practice or property, discuss your goals, and determine whether we are a good fit. There is no obligation and no pressure. Book one online or call us at (602) 789-4875.
Ready to grow your brand in Des Moines?
Every engagement starts with a free discovery call. We will learn about your practice or property, your audience, and your goals, then recommend a strategy built around how your people actually make decisions.
Book a Discovery Call