Wal-Mart was met with so much hostility and skepticism when they launched their $4 prescription plan. People thought they had ulterior motives, but the monster retailer really just wanted to build traffic. Wal-Mart didn't originate the cheap drug business model -- Kmart was already offering a 3-month supply for $15 -- but so far they've been the most successful with it. Everyone in the market has had to respond to Wal-Mart's challenge with their own discount prescription drug plan; regional supermarket chain Publix has even made some antibiotics free!

Now Kroger, the nation's largest supermarket chain, is expanding its trial $4 prescription plan to select markets in Kentucky, Kansas, Utah, Nevada, Georgia and Texas. They're also offering birth control for $9/month. Most doctors are clueless about prescription prices. They're wooed by Big Pharma reps coming in with free food and other swag, and they write prescriptions accordingly. Consumers now have the power to take control of the prescription pad at their doctor's office. So use the power the market affords you to protect your wallet! Before you leave your doctor's office, call the pharmacy and find out if the drug you need can be substituted with a generic. Have the doctor change the script if need be. Take the control back. It's your body and your wallet.