I usually just go on the schools website and read their mission statement, motto, etc and try to relate my application to that. For instance, if a school is very big on community service, I try to put great emphasis on MY community service projects and show them how important that is to me and that it is great that the school puts so much emphasis on that.
or
If youre interested in clinical experience and the school puts a lot of emphasis on clinic and sim lab and stuff like that...say that you love that about the school.
I would suggest reading up on the schools and trying to relate things in your application to the school.
GL and hope this helps.