Do your research. Pick a program that the college seems to take pride in, find the mission statement, and/or determine what the focus of the university is (primary care, research, underserved populations, etc), then tell how that fits you and what you want in a school/in your career/as a doctor. One school I applied to encouraged life long learning, so I discussed an elder gentleman who I befriended while volunteering in a nursing home who had gone back to school and earned another degree after he retired.