https://www.bmj.com/content/363/bmj.k5094
But seriously: this is a recognized problem in medicine and there's already a widely used solution. Whenever you're doing trials of an intervention for a condition which already has an accepted treatment, you run a trial to compare your new intervention to that, and see if your test group has better outcomes. After all, the question shouldn't be whether your treatment is effective; it's whether it's better than existing treatments.
Trials against a placebo have a purpose, but they aren't the only way to run a trial.
If you're talking about a treatment for The Common Cold, the null hypothesis is "the subject got better after awhile because people get better after awhile", and you can't disprove that's what's happening without a very rigorous study with a well designed control.
If you're talking about "here's some robot eyes that cure blindness", you don't really need a control group to test if it works. The null hypothesis is they're blind; you just need to demonstrate they can see to disprove the null hypothesis and prove efficacy.
"better" is not a total order, one treatment may be better in some ways and worse in other ways. Especially if you include things like cost and availability.
There has never been an RCT to show that smoking causes lung cancer but doctors now all recommend that their patients not smoke.