We use ElasticSearch at Lawmatics, and it powers more functionality than just our search! We use it to power our Automation targeting engine, reporting features, audience builder and pagination, filtering, sorting of data tables.
We denormalize associated records into one Index. And any record that we need to find based on user-defined queries will go through ES since it's much simpler to metaprogram queries across denormalized data (no conditional joins).