Twitches can be used effectively and without causing a traumatic experience.
For oral meds in a tube (dewormer or dorm gel) I rub the tube all over their face. Between the ears, forehead, over the lips, chin until they just hold still. Then I practice inserting into their mouths, but not dispensing which is easiest with an empty tube. Then we dose. I agree with others that say if you can get it in the back of the mouth, pointing down, then you will probably get it under the tongue.
When I was using dorm for the farrier for my horse, my farrier mentioned how oral horse meds (dewormers, dorm, etc) have the high end of the dosage on the tube, to account for some spillage, spittage, getting it on your shirt.