Lourdes hospital creates heart institute. (Our Lady of Lourdes Medical Center, Camden, New Jersey)

Our Lady of Lourdes Medical Center in Camden has one of the busiest cardiology departments in the region, but its own officials acknowledge that many people in South Jersey are unaware it provides heart care.

Hoping to bring some attention to its cardiology program, the 375-bed hospital has created the New Jersey Heart Institute within its walls.

"Up until now we burned our lantern under a basket, as they say in the Bible" said Dr. Jan R. Weber, chief of cardiology at the institute. "The program has flourished without telling people about it."

By establishing the institute, Weber said, the hospital hopes to create name recognition and let New Jerseyans know they don't have to go to Philadelphia for quality heart care.

Officials at Philadelphia hospitals, however, expressed little concern about increased competition from across the …