It is getting interesting out there in pharmacy land. Wal-mart created quite a stir when they launched a a $4 prescription plan for a limited line of generics last month. They quickly expanded to Florida and soon nationwide, months ahead of schedule. Target matched the program. Yesterday, Pittsbugh, PA based Giant Eagle supermarket chain announced a program offering free prescriptions for 11 drugs commonly taken during cold and flu season. The program is limited to loyalty card holders and is being tested in the Columbus and Toledo, OH markets. Obviously, these programs are loss leaders to attract market share – once the patient is in the store, they are more likely to fill all prescriptions there, and buy other products as well. It’s a dent, and starts to put pressure on Big Pharma and their pricing.