Sonja Elcic
MARKETING
Citrine Research and Consulting, Owner
I’m drawn to healthcare and wellness marketing because the work is deeply human. My younger sister is a physician in residency, but the providers I often connect with most deeply are therapists, acupuncturists, energy practitioners, psychologists, and wellness professionals who have devoted their lives to helping people feel better. That kind of work deserves marketing that honors it.
My Ph.D. is in Industrial-Organizational Psychology, the science of how people make decisions, build trust, and take action. In healthcare and wellness, that matters deeply. People do not choose a provider on impulse. They research, compare, read reviews, and need to feel genuinely confident before reaching out.
I also grew up watching my parents run small businesses, so I understand how much every dollar matters. That is why I treat every client’s budget with care, strategy, and respect.