Emergency services were called to the scene, in a 100km/h speed zone, at 10.20am.
A St John spokeswoman said two ambulances and a third support vehicle, as well as a rescue helicopter were at the scene.
All three patients were taken to a Northland hospital.
The crash has closed SH11.
Westbound traffic is being turned around at the Waitangi roundabout in Paihia. Eastbound traffic is being stopped and turned around at Puketona.
There are no alternative routes and motorists are advised to avoid the area.
According to NZTA, northbound traffic is also heavy on SH1 in Orewa, with queues before the Johnstone Tunnels through to Warkworth and in Wellsford.
Motorists are advised to delay their trip of consider using SH16.