When you say medication, I'm guessing you mean thiings like Infacol and Dentinox?
What about natural products? Even if you aren't BF'ing, you can give them a small amount of fennel tea (if they will take it!). Gripe water is natural products (at least, as far as I know!).
Baby massage can help wonderfully with wind. Your HV should be able to advise you of classes in your area. Or you can get books/DVDs about it too. One movement which I found helped my LO was to lay her back in my left arm (I'm right-handed), and then put my 3 middle fingers just to the left of her belly button. Put very gentle pressure on, then trace a line up and over her belly button, and back down the other side. I thought of it as a sort of "rising sun, setting sun" movement. It certainly helped her.
One thing I found which helped bring up my LO's wind was to sit her up (obv supporting her head until she could) and then *very* gently twisting her torso side-to-side. I found this much more effective than back patting or rubbing.
If you are bottle feeding, then Dr Browns or TT CTN Anti-colic plus bottles (the ones with the spout in the middle) can be very good at preventing trapped wind in the first place.