South Central Ambulance Service say they have been hit by a “massive surge” in demand as thousands of patients are struck down by winter illnesses.

SCAS is urging the public not to dial 999 unless they are suffering from a potentially life-threatening condition.

Managers say people with less serious ailments should use alternative NHS services such as GPs, pharmacies and minor injury units.

They are hoping the public will heed their plea and thus enable paramedics to respond to genuine emergencies more quickly.

The service received more than 1,000 calls between midnight and 9am on New Year's Day

It comes after South Western ambulance service said they were braced for an exceptionally busy January.

They have put a restriction on holidays and have the maximum number of ambulances available on the roads to ensure it is ready for high levels of demand.

They took 3,000 999 calls in just one day after Christmas – an increase of 20 per cent from last year.

January is traditionally one of the busiest months for 999 crews.

But the demand for ambulances in the first few days of 2017 has been exceptionally high and calls nationally are said to be up 10 per ent.

Writing on Twitter, SCAS said: “We are experiencing a massive surge in calls this week. There are alternatives to dialling 999. Please help us.”

An SCAS spokesman told the Echo: “When demand is high we have to prioritise.

“Those patients whose illnesses or injuries are not life-threatening may have to wait longer for an ambulance than either they or we would like.

“We would urge people with minor injuries or illnesses to remember that there are a range of alternative options available.”

The SCAS website says: “We are urging the public to use our services appropriately and only call 999 if absolutely essential.

“If you’re not suffering from a life-threatening emergency, but require medical advice or treatment, there are several different options available.

“Walk-in centres are managed by doctors and nurses who are available to deal with minor illnesses and injuries, such as cuts, burns and suspected breaks.

“Common illnesses and injuries can be treated at home simply by combining a well-stocked medicine cabinet with plenty of rest.”

Anyone needing guidance on what to do can call NHS 111, the free phone service available 24 hours a day.