Fostering health related behavioral change during pregnancy: a diffusionist approach

Abstract Inducing behavior change in public health aims to modify individual habits to prevent disease and promote well-being. Pregnancy is a critical period where the health of both mother and fetus are closely linked, making it essential to adopt behaviors such as taking folic acid and receiving recommended vaccinations. Drawing on the diffusion of innovation theory, these behavior changes can be viewed as “innovations”, influenced by both individual and social factors. This study applies the Bass diffusion model to analyze and guide social marketing strategies in healthcare, using a real-world dataset to assess its effectiveness. The findings highlight the importance of combining institutional communication with peer-to-peer interactions to encourage healthy maternal behaviors. This approach suggests that social factors and interpersonal networks play a crucial role in promoting behavior change, supporting the development of more effective public health policies.