"St John is working to develop models and initiatives that are better for patients, increase effectiveness and efficiency, and ultimately are better for the wider health system in New Zealand."
Emergency 111 calls in Hawke's Bay peaked over the Christmas and New Year period and during the later winter months, he said.
"The needs of local communities are different and in Hawke's Bay we are ensuring our resources are directed at providing the right care at the right time - with an increasing focus on taking care to people, rather than [taking] people to care."
Nationally, St John received 380,785 emergency calls in the year to June 30 - 14,276 more than the previous year.
As of April 1, patient charges will rise by either $4 or $13 - depending on the region - to a single rate of $88. Hawke's Bay and Gisborne residents have previously been paying $84 meaning they face the smaller increase. The flat rate charge for those not covered by public health services will also jump, from $769 to $800.
St John operations director Michael Brooke said the organisation was increasing its part charge due to "increasing demand for our services".
"People tell us they are comfortable to pay a part charge, given the high quality of the service and treatment they receive, and when they understand that the part charge goes towards funding frontline ambulance staff."
The subsidised charge covers patients who need an ambulance because of a medical emergency.
People who have suffered an accident don't need to pay anything as long as the callout is within the first 24 hours of the injury and meets ACC criteria.
St John has 1043 paid staff and 2951 volunteerambulance staff and treat more than 415,000 people every year.
It costs about $1 million to run one ambulance for a year.
