Health, wellness & hospitality marketing in Scottsdale, AZ
Citrine Research and Consulting brings behavioral science to marketing for healthcare practices, wellness providers, and hospitality brands in Scottsdale and the greater Phoenix area. 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 headquartered in Scottsdale, Arizona. 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 in the Scottsdale and greater Phoenix metro area.
Marketing built around how people choose you
Scottsdale has a large and growing market for health, wellness, and hospitality. Between the concentration of specialty clinics, the wellness-focused population, the steady flow of visitors, and the number of practitioners and properties offering distinctive experiences, 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 Scottsdale 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 Scottsdale 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 Scottsdale 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 Scottsdale 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 Scottsdale 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 Scottsdale 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.
We know the Scottsdale market
We have worked with Scottsdale-area practices, wellness providers, and hospitality brands including Bright Endocrinology, Blue Cactus Neurology, Longevity Neurology Center, and Aloft Scottsdale. We understand the local competitive landscape, the expectations of a Scottsdale audience, and what it takes to stand out in a market with high standards.
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 Arizona
Our Scottsdale office is located at 9375 E Shea Blvd, Suite 100, Scottsdale, AZ 85260. We serve health, wellness, and hospitality brands throughout the greater Phoenix metropolitan area, including:
We also work with health, wellness, and hospitality brands nationwide through virtual collaboration. If you are outside of Arizona, we would still love to connect.
Citrine Research and Consulting, Scottsdale Office
9375 E Shea Blvd, Suite 100, Scottsdale, AZ 85260
Phone: (602) 789-4875
Monday through Friday, 9:00 AM to 5:00 PM MST
Frequently asked questions
What makes Citrine different from other Scottsdale 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 Scottsdale?+
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 Scottsdale?+
Our Scottsdale office is at 9375 E Shea Blvd, Suite 100, Scottsdale, AZ 85260. We serve health, wellness, and hospitality brands throughout the greater Phoenix metro area 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 Scottsdale?+
We work with medical practices, specialty clinics, neurologists, endocrinologists, therapists, psychologists, acupuncturists, EFT practitioners, wellness centers, integrative health providers, hotels, and hospitality brands throughout Scottsdale and the greater Phoenix area.
How much does marketing cost for a Scottsdale 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 Scottsdale?
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