There is a vast array of application for this model. Some examples include distribution problems (like newspapers, car dealerships,...) health clinics, and in its uncapacitated form warehouse and plant location. You could find some good reviews under books by authors like Mark Daskin or Zvi Drezner. This model and the basic formulation predates the GIS implementation. The classic reference is ReVelle and Swain which appeared in Geographical Analysis.
Another way to view this would be to vary "p" in the p-median and see how the total transport cost and maybe facility distribution changes. If you wish to make facility costs part of the problem, this is called SPLP (simple plant location problem), or uncapacitated facility location problem. You could perhaps check out my literature survey here on Research Gate:
Chapter Locational modeling in spatial analysis (PRE-PRINT)