Modern medicine is wonderful for reducing deaths from childbirth, antibiotics, surgeries, etc. but for someone who has an "incurable" condition which stumps every doctor they've been to, imagine how frustrating it would be to be told every time that nothing can be done or every treatment just makes it worse? If someone else promised something, not based on rigorous scientific trials, it would be tempting to take it, or at least consider it. I can see why someone would consider things when desperate, or sees the side effects of some conventional treatments. And it stands to reason that there exist treatments unproven which work, otherwise medical research would have stopped long ago.

It's not a bad thing to point out the failures of modern medicine or to choose to put your health in the hands of naturopaths. It is, indeed, effectively how the human race got along until modern medicine.

The problem is in forcing your choices on others.

Forcing here is entirely via verbal induction of cognitive dissonance.

Then it's not really forcing. Cognitive dissonance != coercion.