Hawke's Bay Hospital is busy with increased admissions of people with respiratory illnesses, and is expecting another surge in coming weeks.
Chief medical and dental officer Dr John Gommans said that with the cold, winter weather people were spending more time indoors together so infections spread more easily to children and older people, who were more susceptible to illnesses such as asthma, pneumonia and bronchitis.
"A lot of it is just ordinary viruses because it's a bit colder, and people who are fit are spreading it without realising.
"We really want to encourage people if they are feeling sick to get to their family doctor or medical centre before their symptoms get worse.
"Early treatment, particularly in children and older people, can help prevent the need for hospital care."
He said it was not too late to get a flu vaccination as there were a few weeks left of colder weather to get through.
At a Hawke's Bay DHB meeting yesterday, acting chair Ngahiwi Tomoana also noted that people were coming in with a range of respiratory symptoms, and it was not a case of flu vaccinations not working.
Dr Gommans said neighbours, families and friends of older people could help by checking in on them, especially if they were living on their own and found it hard to get to a doctor or attend to other needs.
"Even making sure they are eating and drinking well makes a big difference to not needing an Emergency Department visit or being admitted to hospital."
He said it was important, however, that people refrained from visiting vulnerable people at home or in hospital if they themselves were feeling unwell.
"We need the community to work with us, and to acknowledge that our staff are doing longer shifts to look after people so things are a bit slower."
Taradale GP and chief medical officer-primary care Mark Petersen said many general practices had walk-in clinics for people without appointments, and that accident and medical centres were also available.
He offered some tips to help people stay well including: having the flu vaccine, staying away from work if unwell, keeping warm, seeking medical help early and regular hand washing.