Maybe you can feed him his kibble first (or give him his 20 minute opportunity) and then when he's finished with that, give him his treat with the medicine in it. Giving the good stuff first is probably tending to make him turn up his nose at the kibble. LOL. Anything he loves will help get the meds down.
My dogs do the same thing though. Sometimes I give them something good on their food and sometimes I don't. When I don't, they stand there and look at me and then the bowl, like, "hey.....what gives? Where's the good stuff?" LOL. Brats.
With pills, I've always stuck a blob of peanut butter on my finger with the pill hidden inside and the dog licks and licks and keeps on licking the roof of his mouth and never notices the pill go down. LOL. They're such a kick.