Agreed, almost all schools are represented on SDN, you could also search facebook for "XYZ School of Medicine Class of 2012" and ask for advice.
I recommend browsing wikipedia (it is often edited by the school, and so they really hit the big points) and the school website. Write down things that you read that interest or impress you.
Also, regarding the whole "not top school thing", OP would you really tell them that "I wantz to goes to ur scuul kuz uz iz famuz!"?? Make sure the tread lightly on that, but you could tell ANY school that you want to go there because you feel that you will receive a top notch medical education, not just the top 10.
One of the ways to approach this is to examine a school's website, brochures, student manuals, etc and see what ideals of the school match your strengths, interests, and experiences. Then, you write about how the schools interests match your own. With some added flare of course.
This should be the easiest question to answer. If you're having trouble with this question, then I suggest that you don't even bother applying to that school.