I love it! While it's very true that it's ideal to research the school and come up with little things that they are obviously proud of on their website, (ie high tech robotic patients, special curriculum, community outreach, etc) and mention them as key factors for liking the school, I didn't really do anything like that. I was kind of sick of all the essays and crap so I had a couple of paragraphs that outline a bit of the qualities I have that I think will make a good physician and then finished with a phrase like, "I am eager to continue to develop these skills as a student at X-COM." Then I would change the name of the school and thats it. Most of the schools haven't seemed to mind.
What I would recommend though, is to at least briefly research each school, identify something in their mission statement that you identify with or that goes along with your "brand" (the general theme of yourself and your qualities that would make you a good doc) and write to play yourself up and at the same time extoll those same virtues in the school. That way you are building yourself up, but playing to the mission of the individual school. Win win
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