ac8706,
I am a Class of 2010 admit and will be pursuing a healthcare track at Columbia. While I think its most important to show enthusiasm for Columbia in general, the ways in which your application expresses your individual fit will be most important. I'm sure most Columbia applicants cite the New York City location and Columbia's reputation, for example, as reasons they are interested in the school, but, by appealing to your specific track (healthcare), you can really convince the adcom that you will contribute to Columbia and that Columbia will help you reach your future goals in the healthcare/pharma industry.
Also, I don't know this for a fact, but I do think that the directors of each specific program have a close link to admissions. I met with the director of the healthcare program when I was on the waitlist to discuss my goals, and I'm convinced it made all the difference; I was admitted shortly thereafter. He was candid with me, and told me that the supply of healthcare administration jobs exceeds the number of students interested in the provider side (which I am). Similarly, he told me that they were seeking to admit students from healthcare orgs that were not currently recruiting at Columbia, and he mentioned a specific company based on the West Coast.
Obviously, some of these factors will be outside of your control, but I do think its in your best interest to do all the research you can on the healthcare track and be sure to be very specific about how that program will contribute to your future success.
I'm happy to help in any way I can. I plan on becoming very involved with the Healthcare Industry Association when school starts, so I can keep you abreast of events and opportunities for prospective students.
Good luck!