A Hato Hone St John spokesman said three ambulances and an operations manager were sent to the crash.
The Greenlea Rescue Helicopter responded to the crash and airlifted a seriously injured patient to hospital.
Two other people with serious injuries were taken to Rotorua Hospital by ambulance.
Two others with moderate and minor injuries were also taken to Rotorua Hospital.
Seven other people were assessed by ambulance staff but did not need to go to hospital, the spokesman said.
The fatal crash was the third serious crash within a few kilometres of the same intersection in five days
The day before, one person was airlifted to Waikato Hospital after a vehicle hit a tree on SH38, near Rainbow Rd, just after 1.30pm.
On August 7, a person was taken to Rotorua Hospital in serious condition following a crash involving a ute and truck on SH5, just south of the SH38 intersection.