With new omicron variants again driving hospital admissions and deaths higher in recent weeks, states and cities are rethinking their responses and the White House is stepping up efforts to alert the public.

Some experts said the warnings are too little, too late.

The highly transmissible BA.5 variant now accounts for 65% of cases with its cousin BA.4 contributing another 16%. The variants have shown a remarkable ability to get around the protection offered by infection and vaccination.

“It’s well past the time when the warning could have been put out there,” said Dr. Eric Topol, head of the Scripps Research Translational Institute, who has called BA.5 “the worst variant yet.”

Global trends for the two mutants have been apparent for weeks, experts said — they quickly out-compete older variants and push cases higher wherever they appear. Yet Americans have tossed off their masks and jumped back into travel and social gatherings. And they have largely ignored booster shots, which protect against COVID-19’s worst outcomes. Courts have blocked federal mask and vaccine mandates, tying the hands of U.S. officials.

“We learn a lot from how the virus is acting elsewhere and we should apply the knowledge here,” said Ali Mokdad, a professor of health metrics sciences at the University of Washington in Seattle.

White House COVID-19 coordinator Dr. Ashish Jha appeared on morning TV on Wednesday urging booster shots and renewed vigilance. Yet Mokdad said federal health officials need to be push harder on masks indoors, early detection and prompt antiviral treatment.

“They are not doing all that they can,” Mokdad said.

The administration’s challenge, in the view of the White House, is not their messaging, but people’s willingness to hear it — due to pandemic fatigue and the politicization of the virus response.

For months, the White House has encouraged Americans to make use of free or cheap at-home rapid tests to detect the virus, as well as the no-cost and highly-effective antiviral treatment Paxlovid that protects against serious illness and death. On Tuesday, the White House response team called on all adults 50 and older to urgently get a booster if they haven’t yet this year — and dissuaded people from waiting for the next generation of shots expected in the fall when they can roll up their sleeves and get some protection now.

Los Angeles County, the nation’s largest by population, is facing a return to a broad indoor mask mandate if current trends in hospital admissions continue, health director Barbara Ferrer told county supervisors Tuesday.

“I do recognize that when we return to universal indoor masking to reduce high spread, for many this will feel like a step backwards,” Ferrer said. But she stressed that requiring masks “helps us to reduce risk.”

LA County has long required masks in some indoor spaces, including health care facilities, Metro trains and buses, airports, jails and homeless shelters. A universal mandate would expand the requirement to all indoor public spaces, including shared offices, manufacturing facilities, warehouses, retail stores, restaurants and bars, theaters and schools.

The nation’s brief lull in COVID deaths has reversed. Last month, daily deaths were falling, though they never matched last year’s low, and deaths are now heading up again.