A. Eicoff Forms New DTC Unit

Industry sources project pharmaceutical companies’ spending on direct-to-consumer (DTC) advertising could top $1 billion in 1998, vaulting from just $25 million a decade ago.
To take advantage of that spectacular growth–fueled by changing government policies and the rise of the Internet as an information source–A. Eicoff & Co. here has formed Eicoff DirectHealth, specializing in DTC advertising.
Bill McCabe, a senior vice president at the agency, was named managing director of the direct-response agency’s new unit. He will oversee a staff of nine.
Several existing Eicoff health-related clients will be served by the new unit, among them Abbott Laboratories, Home Access Health and Johnson & Johnson. –Scott Hum