Not justifying it on scientific purity grounds, but if you genuinely believe that your treatment is effective (and you are heavily incentivized to come up with

Not justifying it on scientific purity grounds, but if you genuinely believe that your treatment is effective (and you are heavily incentivized to come up with an effective treatment), but your study result is unconvincing for reasons you don't think are invalidating, it might be easy to convince yourself that "tweaking the presentation" in a way that moves the treatment forward could save lives.