My son loves medicine, so fortunately, that's not a problem. (of course, he will ask for it when nothing's wrong, so we have become very savvy to that! and keep it out of access)
In the past, with kids I've cared for who fought it, I often tried to make it easier for them. Sometimes a little pre-measured tylenol/ibuprofen in some juice in a regular cup instead of that teeny measuring cup does the trick. I am careful to read the directions on prescriptions regarding what *not* to take it with, but usually we can find some way--usually a liquid of similar nature to mute the taste. I think packaging is 'everything' for some kids-- if you put it in something they aren't suspecting (like juice or a small portion of a smoothie, etc.) they don't get their hackles up. Instead, it's a treat. if you put it in that little measuring spoon, the jig is up! Esp. with toddlers, who were my hardest med takers.
Just so you know, if it's a flavor thing, talk to the pharmacist. Some will remix the formula if your kid hates the taste (like amoxicillan-- you can ask for a banana flavor or a bubble gum flavor or cherry). It's worth a call.
I wonder, too, if letting them have a small spoonful of honey before (to coat the tongue) and after might be a small panacea.