Patient numbers at Tauranga Hospital's Emergency Department have risen 41 per cent in the past 10 years.
There were 43,218 emergency department patient presentations in the year up to May 31, 2014. That was an increase of 12,654, or 41 per cent, on the comparative 'year-to' figures a decade earlier in May 2004, when 30.564 patients went through the department.
Clinical Director Derek Sage has requested non-emergency cases seek medical assistance elsewhere, as the Emergency Department heads into the busy winter season.
The seasonal rise was already evident with a larger number of patients presenting with respiratory conditions, chest infections and worsening asthma, Dr Sage said.
However he said the fact remained many should not be at the emergency department.
"We treat a lot of minor injuries, stomach upsets, rashes, irritating sniffles and coughs especially with children. There is a difference between a child who is just unwell and one who is actually sick from a clinician's point of view," he said.
"An initial consult with a GP will determine whether the child should be in hospital or not. In the vast majority of cases they won't need to be. The ED should not be used as a screening department."
Dr Sage, who has worked at Tauranga Hospital for 12 years, said the increase in patient numbers in the last decade and the pressure that placed on staff had been noticeable.
The rising population of the Western Bay it serves was not the only factor at play. In the seven years between the 2006 and 2013 censuses the population rose by nine per cent from 145,707 to 158,481, less than a quarter of the rise in emergency department figures.
"The rising population is part of it of course but of more significance is that it's an increasingly aged population. Older people are more frequent visitors to hospital," said Dr Sage.
"Another factor is that there are not as many local GP's offering out-of-hours services as there were 10 years ago; plus a lot of people either don't want to, or can't afford to, pay for a GP visit."
Dr Sage said many people's tolerance of symptoms and attitudes had changed.
"People will make the decision to come into the ED at 10pm with symptoms which are not serious, instead of waiting until the morning when they would probably have cleared up.
"Attending ED when you shouldn't diverts resources away from other areas and potentially puts very sick people at risk."
As well as visiting their GP, people who are worried about symptoms can call the Ministry of Health's Healthline, free, on 0800 611 116. A Healthline Symptom Checker App can also be downloaded for your iPhone or iPad.