Look at curriculums, board pass ratings, absolutely ask other students! I break up my essays into an academic portion on why I like the school, and then a personal. For Nova, my mom used to live there so I have a connection with the city, plus it is a whole diff lifestyle from snowy central NY. For Western U, I have never been to the west coast and I have family about 15 minutes from the campus, and they say you see around 1,000 patients before graduation. For PCO I wrote about how I liked the elective deal and the extra 6 months of externship gives more time "in the field." If you are really digging too hard to find what stands out about a school, the answer might be it isn't right for you!!