Police, fire, ambulance and rescue helicopter personnel turned out to Switzers Rd near the small town yesterday afternoon.
While three of the five were taken to Dunedin Hospital by helicopter, Otago Regional Rescue Helicopter intensive care paramedic Ian Ridley said none of the injuries were life-threatening.
Mr Ridley said it appeared the four-wheel-drive had been "cruising along, not going particularly fast", and had hit loose gravel and slid off the road.
The vehicle had rolled multiple times before it hit the base of the hill.
"People are injured, but no-one has injuries that are life-threatening."
The helicopter transported three people to Dunedin, one seriously injured and two moderately hurt, at worst.
The men and women in the vehicle were apparently aged in their 40s.
Two went by road to Gore Hospital for assessment with minor to moderate injuries.
Heriot Volunteer Fire Brigade Chief Fire Officer Tim Kempthorne said it appeared two people had been thrown from the vehicle. He said the occupants were from Tapanui.
He understood one of the people in the crash flagged down a farmer who "shot back to the house" and rang emergency services.
The vehicle had ended up against some willow trees, which prevented it from going into the Pomahaka River.
A police spokeswoman last night said police were investigating the cause of the crash.
No other vehicles were involved.
