January 23rd is Maternal Health Awareness Day — a critical moment each year to focus on the health and wellbeing of pregnant people and their babies. This observance highlights the importance of awareness, education, community support, and medical care that protects maternal health every day. One of the most powerful tools to support healthy pregnancies and early infancy is recommended vaccination during pregnancy — a science-based, evidence-driven approach endorsed by major obstetric and public health organizations.

At US Physicians’ Purchasing Group (USPPG), we are committed to helping medical practices better support pregnant patients with preventative care strategies that improve outcomes for mothers and infants. In this comprehensive article, we’ll explore:

• What Maternal Health Awareness Day is and why it matters
• The role vaccines play in pregnancy
• The specific vaccines recommended during pregnancy
• Safety and timing guidance
• Common misconceptions about vaccines in pregnancy
• How providers can improve maternal health outcomes through immunization

What Is Maternal Health Awareness Day?

Maternal Health Awareness Day was established as a national effort to spotlight the ongoing challenges in maternal care, including preventable complications and disparities in outcomes. It’s a reminder of how far we’ve come — and how much further we must go — in ensuring equitable access to high-quality healthcare for all pregnant individuals.

While policy, advocacy, and healthcare delivery improvements are essential, patient education is equally vital. Awareness days like January 23rd give healthcare professionals a platform to engage communities, answer questions, and share clear guidance that supports healthy pregnancies.

Vaccines during pregnancy are one such area where robust, evidence-based information can make a measurable difference in health outcomes.

Why Vaccination Matters During Pregnancy

Pregnancy naturally alters a woman’s immune system. While this adaptation is necessary to sustain the pregnancy, it also makes pregnant individuals more vulnerable to severe complications from infectious diseases. Vaccines help protect both the mother and the unborn baby by stimulating the mom’s immune system to produce antibodies that can be passed to the fetus and then, after birth, help protect the newborn until they are old enough to begin their own vaccine schedule.

Without vaccination, diseases like influenza, whooping cough (pertussis), and respiratory syncytial virus (RSV) can cause serious illness in pregnant people and very young infants — illnesses that may lead to hospitalization, preterm labor, or other dangerous complications.

Here’s how vaccination during pregnancy creates a protective “shield”:

• For the mother: It reduces her risk of catching potentially severe infections.
• For the baby: Antibodies generated by the mother can cross the placenta, providing early immunity that protects babies in the first critical months of life.

Through programs guided by clinical authorities such as The American College of Obstetricians and Gynecologists (ACOG) and the Centers for Disease Control and Prevention (CDC), vaccination is integrated into high-quality prenatal care.

Key Vaccines Recommended During Pregnancy

There are several vaccines that obstetricians and public health experts recommend for every pregnancy, depending on timing and seasonal risk:

1. Influenza (Flu) Vaccine

The flu virus can cause severe illness in pregnant women due to changes in heart, lung, and immune function. Each year, CDC guidance stresses the importance of flu vaccination for pregnant individuals — ideally as soon as the annual flu vaccine becomes available.

Why it matters:

• Reduces the risk of flu-related complications for the mother.
• Helps protect infants under 6 months — who cannot receive their own flu vaccine — from severe influenza after birth.

2. Tdap (Tetanus, Diphtheria, and Pertussis) Vaccine

Whooping cough (pertussis) can be particularly dangerous for newborns who are too young to be vaccinated themselves. ACOG, CDC, and public health bodies strongly recommend the Tdap vaccine during each pregnancy, ideally between 27 and 36 weeks gestation.

What this vaccine does:

• Protects the mother and reduces pertussis exposure risk for the infant.
• Antibodies are passed to the baby before birth, offering early protection.

3. COVID-19 Vaccine

Although guidance has evolved over time, previously CDC and ACOG recommended that pregnant individuals receive COVID-19 vaccination, as pregnant people were at higher risk for severe COVID-related complications such as ICU admission, preterm birth, and even maternal mortality during waves of infection.

(Note: In 2025 there have been changes in CDC recommendation language. Healthcare providers should follow their institution’s guidance and professional society updates to clarify current practice regarding COVID-19 vaccination and boosters in pregnancy.)

4. RSV (Respiratory Syncytial Virus) Vaccine

RSV infection is a leading cause of hospitalization among infants. Evidence now supports RSV vaccination during pregnancy between about 32–36 weeks in areas where RSV seasonality applies, helping babies gain protective antibodies early in life.

5. Hepatitis B (If Indicated)

Pregnant individuals without immunity to hepatitis B may be recommended to receive the vaccine to protect both themselves and their babies from potential vertical transmission during childbirth. Testing and clinical judgment guide these decisions.

When Vaccines Should Not Be Given During Pregnancy

While many vaccines are beneficial during pregnancy, some are not recommended because they contain “live” viruses that could theoretically pose risks to the developing fetus. These include:

• MMR (Measles, Mumps, Rubella)
• Varicella (Chickenpox)
• Certain travel vaccines like yellow fever

These vaccines are usually advised before pregnancy or after delivery if immunity is needed.

Safety and Side Effects: What Patients Need to Know

Vaccine safety is rigorously monitored in the United States. Both CDC and ACOG make it clear that:

• Recommended vaccines have been studied extensively and are considered safe during pregnancy.
• Side effects are usually mild and temporary — pain at the injection site, low-grade fever, or fatigue.
• Serious adverse events are rare and are continually monitored through surveillance systems.

Despite overwhelming evidence of safety, pregnant patients often express concerns about vaccine side effects. It’s important that clinicians address these questions directly, with tailored counseling based on each patient’s medical history.

Addressing Common Misconceptions

Misconceptions about vaccines — especially during pregnancy — are widespread. Let’s tackle some of the most common ones:

Myth 1 — “Vaccines can cause the disease they protect against.”
Fact: Most vaccines recommended in pregnancy are inactive or cannot cause the disease they prevent. Serious disease from a vaccine is extremely rare.

Myth 2 — “It’s better to wait until after the baby is born.”
Fact: For diseases like pertussis and influenza, timing matters. Maternal antibodies passed to the fetus before birth offer vital protection during the earliest months when infants are most vulnerable.

Myth 3 — “Pregnant women shouldn’t get vaccines at all.”
Fact: Many vaccines have well-documented benefits for both mom and baby when administered at the right time. Pregnancy does not inherently mean avoiding recommended vaccines.

Integrating Vaccine Counseling Into Prenatal Care

For healthcare providers, effective communication about vaccines during pregnancy is essential. Here are practical strategies that improve uptake and build trust:

• ✔ Make It Routine
  Discuss vaccines as part of standard prenatal care — not as an “extra” optional add-on.
• ✔ Personalize the Conversation
  Connect vaccine benefits to each patient’s personal health and pregnancy goals.
• ✔ Address Hesitancy With Evidence
  Use clear, empathetic explanations and science-based data to counter myths.
• ✔ Provide Easy Access
  Where possible, offer vaccines during the prenatal visit to reduce barriers.
• ✔ Leverage Trusted Sources
  Provide CDC or ACOG patient-focused handouts and reputable online resources for further reading.

USPPG’s Commitment to Supporting Maternal Health

At US Physicians’ Purchasing Group, we understand that optimal maternal care includes not only expert obstetric clinical services but also evidence-based preventive practices like vaccination. By supporting medical practices with contract pricing on vaccines, we help empower care teams to improve maternal and infant outcomes across communities.

Whether you’re a clinician, practice administrator, or healthcare partner, we encourage you to:

• Raise awareness about Maternal Health Awareness Day
• Incorporate vaccine education into every prenatal visit
• Partner with public health campaigns to expand outreach

Conclusion: Protecting Mothers and Babies Through Prevention

Maternal Health Awareness Day — January 23rd — serves as a reminder that every pregnancy and every newborn deserves the best possible chance at health. Vaccination during pregnancy is one of the most impactful, evidence-based tools we have to protect moms and newborns from serious disease. Through informed, compassionate care and proactive immunization strategies, healthcare providers play a vital role in safeguarding maternal and infant health.

At USPPG, we’re proud to support clinicians in this mission. Together, we can ensure each pregnancy benefits from the latest science and best preventive care practices — today, on Maternal Health Awareness Day, and every day after.