Alameda County and Financial Marketing Concepts Inc. have launched a new prescription drug discount program for county residents in an effort to cut the cost of prescription medication.

The new Coast2Coast Rx card will allow residents — regardless of income, age or health status — to participate in the program. The new "Rx card" will be distributed free of charge and may be used at all pharmacy chains and most independent pharmacies in Alameda County for more than 60,000 drugs.

Similar programs have saved cardholders nearly 40 percent on prescription drugs, according to those launching the new program.

The discount card program works by having pharmacies sign on with Financial Marketing Concepts' prescription drug plan in an effort to increase their business. Depending on the program's success, the county may receive a percentage of revenue generated by the program.

The Coast2Coast Rx card will be available for residents at most participating pharmacies. Residents also will be able to print the Rx card, check their prescription prices and view the nearest participating locations at www.coast2coastrx.com/alamedaca.

The new program will be unveiled by Alameda County Supervisor Scott Haggerty and Financial Marketing Concepts officials today.