Seasonal influenza is once again on the rise, with communities across the United States reporting increased flu activity. While flu season follows a familiar annual pattern, the intensity and timing of each year’s surge can vary, making preparedness and awareness especially important for both healthcare providers and patients.
Season Breaking Records
Influenza activity typically increases during the fall and winter months, often peaking between December and February. Flu‑related medical visits spiked sharply at the end of December, reaching some of the highest levels recorded in decades. Illnesses are rising across age groups, creating added strain on community practices.
States such as Colorado, Montana, the Dakotas, Utah, and Wyoming have reported positivity rates above 45%, while the Northeast, including New York and Massachusetts, continues to see “very high” flu activity. Wastewater data also shows a 146% increase in viral concentrations across U.S. communities.
A newly identified flu mutation known as subclade K has been dominating cold and flu season and contributing to rapid case acceleration nationwide.
The Impact on Healthcare Practices
When flu cases spike, practices often feel the effects quickly. Increased patient volume can strain scheduling, staffing, and clinical workflows—particularly during peak winter months when other respiratory illnesses are also circulating.
Common challenges during periods of heightened flu activity include:
- More same-day or urgent sick visits
- Increased patient questions about symptoms, testing, and treatment
- Greater need for consistent patient communication and education
Even as flu cases rise, awareness, preparedness, patient education and vaccination remain essential tools in navigating the challenges of flu season.
To stay ahead this season, practices can:
- Encouraging Flu Shots
- Addressing Vaccine Hesitancy
- Tighten phone triage and scheduling flow
- Reinforce preventive messaging
- Ensure testing/treatment supplies are ready
Contact CPP
If your practice has any questions regarding flu vaccine purchases, please contact CPP at cpp@nationwidechildrens.org. CPP is here to help your practice during this busy season.