---
name: dental-on-brand-ad-image
description: Use this skill whenever a dental clinic needs on-brand static ad images, Meta/Facebook/Instagram creatives, carousel concepts, or AI-generated ad prompts. It covers brand research, AHPRA compliance checking, hook research, creative angle mining, prompt writing, Higgsfield generation, QA, and designer handoff. Use even when the user only asks for "ads", "creatives", "images", "hooks", "Higgsfield prompts", or "make it on brand". All outputs must be AHPRA-compliant.
version: 1.0.0
---

# Dental On-Brand AI Ad Image Skill

This skill creates branded static ad images for Australian dental clinics that look like they belong to the client, not a generic AI dental poster.

The working order is non-negotiable:

1. Research the brand.
2. AHPRA compliance check — flag risks before writing a single hook.
3. Research hooks and market angles.
4. Choose different creative angles.
5. Write the hook first.
6. Define the visual device second.
7. Apply the brand system third.
8. Generate in Higgsfield or another image tool.
9. Review like an art director and an AHPRA compliance officer simultaneously.
10. Package for designers and media buyers.

The goal is not to make "pretty dental images". The goal is to create ad concepts that stop scroll, communicate the service clearly, feel like the specific clinic, and pass AHPRA advertising guidelines without being boring.

## When To Use

Use this skill for:

- Static Meta/Facebook/Instagram ad images for dental clinics.
- Carousel ad concepts for treatments and services.
- New patient offer ads.
- Service-specific ads (veneers, Invisalign, implants, whitening, check-ups, etc.).
- Audience-targeted angle ads (professionals, brides, Gen Z, anxious patients, parents, etc.).
- Higgsfield image prompts for dental clinics.
- Making multiple creative angles from one client brief.
- Creating designer handoff packs.

Do not use this skill for:

- Long-form landing pages.
- Video editing, unless only the still-frame concept is needed.
- Generic brand guidelines with no ad creative.
- Final legal/compliance approval — always escalate uncertain copy to the head.
- Publishing ads into Meta Ads Manager.
- Before/after treatment photography concepts — AHPRA prohibits this framing.

## Required Inputs

Collect these before writing prompts:

- Client name and clinic locations/suburbs.
- Website URL.
- Target service or campaign goal.
- Offer or CTA (if applicable — note AHPRA restrictions on pricing claims).
- Target audience.
- Logo files or website logo (transparent PNG preferred).
- Existing brand colours and fonts.
- Existing photography/clinic assets.
- Examples the client likes or dislikes.
- Any previously approved ads or captions to use as tone reference.

If inputs are missing, inspect the website or Drive folder before asking the user.

## AHPRA Compliance — Non-Negotiable Rules

Check every hook, headline, and body copy against these rules before writing a single Higgsfield prompt. If the hook cannot be made compliant, it must be rewritten or cut.

### What Is Prohibited

| Rule | What to avoid | What to use instead |
|---|---|---|
| No guaranteed outcomes | "Get a perfect smile" / "Fix your teeth in one visit" | "Explore your options" / "Find out if this is right for you" |
| No before/after framing | Showing a treatment result as the expected outcome | Focus on the consultation, the experience, or what to expect |
| No unsubstantiated claims | "Perth's #1 dental clinic" / "Best results in WA" | Specific and verifiable: "Est. 42 years" / "2 locations in Perth" |
| No patient testimonials referencing outcomes | Quoting a patient's treatment result as a headline | General experience: clinic warmth, comfort, team |
| No fear-based pressure | "Don't wait until it's too late" / "Act before it gets worse" | "Book a consultation to understand your options" |
| No misleading pricing | Headline prices without treatment conditions | "Consultation from $X — ask about payment options" |
| No superlatives | "Best", "cheapest", "most advanced" unless verifiable | Remove entirely or replace with specific facts |

### Banned Words For Dental Ads

Do not use the following in any copy:

- gentle
- personalised
- smile (as a guaranteed outcome or transformation)
- keen
- dream smile
- perfect teeth
- transform your smile
- new you

### Compliance Check Template

Run this before finalising any hook or headline:

```text
Hook/headline:
Does it imply a guaranteed outcome? Y / N
Does it use before/after framing? Y / N
Does it reference a specific result? Y / N
Does it make an unverifiable claim? Y / N
Does it include any banned words? Y / N
AHPRA status: PASS / FLAG / REWRITE
```

If anything is flagged, rewrite before proceeding. Do not pass a flagged hook to Higgsfield.

## Project Folder Standard

Use this structure:

```text
Clinic Name/
  facebook-ads-v1-higgsfield/
    prompts.md
    manifest.json
    ahpra-compliance-check.md
    client-logo-transparent.png
    brand-scan.md
    research-notes.md
    01-angle-name.png
    02-angle-name.png
    ...
    client-preview.jpg
```

Keep every generated set auditable. A designer or account manager should be able to open the folder and understand:

- What each image is.
- Which prompt made it.
- Which brand references were used.
- Whether AHPRA compliance was checked.
- Which model/tool generated it.

## Step 1 - Brand Research

Start with the client's actual brand. Do not use the last clinic's winning style.

Inspect:

- Homepage.
- Service pages.
- About and team pages.
- Contact/location sections.
- Patient reviews and Google reviews.
- Existing ad folders or approved content.
- CSS variables and font declarations.
- Logo files.
- Photography assets and clinic imagery.

Capture:

- Brand name and exact spelling.
- Locations and service areas (suburb is important for local relevance).
- Core services offered.
- Proof points (years in operation, team size, number of locations, any verifiable awards).
- Tone of voice.
- Colour palette (hex codes from Notion client masterlist if available).
- Font families or typography style.
- Logo variants (transparent PNG is required for Higgsfield).
- Photo style (clinic aesthetic — modern and clean? warm and approachable?).
- CTA style used previously.
- Pricing or offer structure (note AHPRA restrictions before including).

### Brand Scan Template

```text
Brand:
Website:
Locations/suburbs:
Audience:
Main services:
Offer/CTA (AHPRA-checked):
Proof points (verifiable only):
Tone:
Colours:
Fonts:
Photo style:
Logo notes:
Do use:
Do not use:
AHPRA risks to watch:
Previously approved copy/hooks:
```

## Step 2 - AHPRA Pre-Check

Before any hook research or prompt writing, list every service and audience angle in scope and flag the compliance risks upfront.

Common risk areas for dental ads:

- Cosmetic results (veneers, whitening, Invisalign) — high risk of guaranteed outcome language.
- Pricing claims — must include conditions or framing.
- Emergency dental — urgency framing can tip into fear-based pressure.
- Patient stories — testimonials referencing clinical outcomes are prohibited.

Document risks in `ahpra-compliance-check.md` before proceeding.

## Step 3 - Hook Research

Good hooks come from audience tension, not treatment descriptions.

A hook should answer one of these:

- What problem does the patient recognise instantly?
- What moment creates relevance without pressure?
- What hesitation or objection are they sitting with?
- What small truth makes the audience nod or pause?
- What proof makes the clinic feel trustworthy and local?
- What life moment connects to this treatment?

### Where To Research Hooks

Use at least three sources:

1. **Client website and reviews**
   - Look for repeated patient language.
   - Pull phrases like "finally did it", "wish I'd done it sooner", "the team made me feel comfortable", "been thinking about it for years".
   - Note specific objections: cost, fear, time, not knowing where to start.

2. **Competitor ads**
   - Meta Ads Library — search local dental clinics in the same suburb and nearby areas.
   - Note hook format, offer, image type, CTA, and proof.
   - Flag any competitor hooks that are non-compliant — do not copy them.

3. **Audience discussion**
   - Reddit threads about dental anxiety, cosmetic dentistry costs, Invisalign experiences.
   - TikTok/Instagram comments on dental content.
   - Google reviews for local clinics.
   - Local community groups where available.

4. **Platform examples**
   - Meta Ads Library — dental category, Australia filter.
   - TikTok Creative Center — dental and healthcare.

### last30days Query Patterns

Use `last30days` for current hook language and platform trends.

Recommended queries:

```text
last30days "dental clinic Meta ads Australia hooks 2026"
last30days "cosmetic dentistry Facebook ad hooks examples"
last30days "veneers Invisalign ad creative angles Australia"
last30days "dental anxiety patient objections reviews"
last30days "static image ad best practices healthcare Australia Meta"
```

For a specific service:

```text
last30days "[service] patient objections and language"
last30days "[service] ad hooks Australia"
last30days "[suburb] dental clinic reviews customer language"
```

Save findings as `research-notes.md`.

### Hook Mining Sources

Mine these themes:

- Life moments: "getting married", "going back to work", "first big meeting", "graduation photos", "turning 30".
- Hesitation language: "been putting it off", "finally", "didn't know where to start", "thought it would cost more".
- Consultation-led: "find out if it's right for you", "your first chat is free", "no pressure, just answers".
- Local trust: suburb name, years in the area, the team by name if approved.
- Time and access: "two locations", "open Saturdays", "book online", "same week appointments".

## Step 4 - Build The Angle Matrix

Never create seven versions of the same ad. Each image needs its own reason to exist and its own audience.

Create at least 8–10 angles per client:

- 5–7 service or audience-targeted ads.
- 2–3 trust and clinic-feel ads.

### Service / Audience Angle Categories

1. **Professionals**
   - In meetings, on camera, client-facing.
   - Confidence at work.
   - "You're seen before you speak."

2. **Brides / Life milestones**
   - Wedding-ready.
   - Big moment coming.
   - Photo-ready — without implying transformation.

3. **Gen Z / Young adults**
   - Wanting the real thing, not a filter.
   - First proper dentist in years.
   - Making a change for themselves.

4. **Long-time avoiders**
   - Been thinking about it for years.
   - Low-pressure, soft entry.
   - "If you've been putting it off, this is worth 60 seconds."

5. **Parents / New parents**
   - Finally doing something for themselves.
   - Permission to invest in yourself.

6. **Budget-conscious / Health fund users**
   - Payment options and superannuation access.
   - Cost clarity without misleading pricing.
   - "Find out what's covered."

7. **Anxious patients**
   - Fear of the dentist is common.
   - Comfort-first language.
   - The team makes it easier — without claiming guaranteed comfort outcomes.

8. **New patient offer**
   - Offer-led acquisition — with conditions stated clearly.
   - "New patients welcome" framing.
   - Consultation-entry rather than treatment-promise.

9. **Local trust / Clinic feel**
   - Team introduction.
   - Clinic walk-through feel.
   - Years in the suburb.
   - "Your local dental team."

10. **Treatment curiosity**
    - "Curious about Invisalign?"
    - "Wondering if veneers are right for you?"
    - Information-led, no outcome promise.

## Step 5 - Write Hooks

Use short, sharp, human hooks. Every hook must pass AHPRA compliance check before being passed to a visual device.

### Hook Rules

- 3 to 10 words is ideal.
- One idea only.
- Specific beats clever.
- Never promise a result — ask a question or name the moment instead.
- Avoid "premium", "perfect", "life-changing", "transform" — these are outcome-adjacent.
- Avoid generic clinic labels like "quality dental care" or "expert dentists".
- Local reference (suburb, years in the area) lifts trust without making a claim.

### Compliant Hook Formats That Work For Dental

**Question hooks — invite, don't pressure:**
- "Curious about Invisalign?"
- "Wondering if veneers are right for you?"
- "Have you been putting this off?"
- "What would it take to finally book?"

**Moment hooks — name the situation:**
- "You're in every photo this weekend."
- "First day back. First impression."
- "Wedding week checklist. One item left."
- "Been thinking about this for two years?"

**Trust hooks — proof without superlatives:**
- "35 years in [Suburb]."
- "Two locations. One team."
- "Same week appointments available."
- "New patients always welcome."

**Curiosity / information hooks:**
- "Here's what Invisalign actually involves."
- "How long do veneers take? Less than you think."
- "Can you use your health fund for this?"

### Compliant Hook Worksheet

```text
Audience:
What do they want?
What are they hesitating about?
What moment creates relevance?
What object or situation represents the context?
What phrase would they actually say?
What proof makes this clinic believable?
What local cue makes it relevant?
AHPRA concern to avoid:

10 raw hooks:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

AHPRA check on each (PASS / FLAG / REWRITE):
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Best 3 compliant hooks:
1.
2.
3.

Chosen visual device:
Why it works:
```

## Step 6 - Define The Visual Device

For each angle, define the specific object, setting, or scene that carries the hook visually — before writing a Higgsfield prompt.

Good visual devices for dental ads:

- **Calendar / scheduler** — meeting, wedding, event date circled.
- **Mirror or reflection** — looking at yourself before a big moment.
- **Phone / notification** — booking confirmation, reminder, chat.
- **Clinic interior** — warm, modern, light — feel of the space without clinical sterility.
- **Team portrait** — approachable, not overly staged.
- **Patient consultation moment** — listening, not procedure-focused.
- **Local suburb context** — street, shopping centre, recognisable local element.
- **Product/device close-up** — Invisalign tray, whitening kit — without showing a result.

Visual devices to avoid:

- Mouths, teeth, or procedures close-up — AHPRA risk and low appeal.
- Before/after split compositions — AHPRA prohibited.
- Stock-looking overly-white teeth — looks unrelated to real dentistry.
- Generic operating-room imagery — cold and uninviting.

## Step 7 - Apply The Brand System

Every prompt must include the clinic's actual brand values — not a generic dental clinic aesthetic.

Required brand elements in every prompt:

- Clinic name (spelled correctly — verify from website or Notion masterlist).
- Brand colours (use exact hex codes from the Notion client masterlist).
- Typography direction (if known — serif, sans-serif, editorial, clean).
- Clinic tone (modern and premium / warm and approachable / local and friendly).
- Logo placement note (footer, bottom-left, or as specified — not overlaid over faces).
- Location reference if relevant to the angle.

## Step 8 - Write The Higgsfield Prompt

Write one full prompt per angle. Do not reuse a template across all angles — each prompt must describe a distinct visual world.

### Prompt Structure

```text
[Scene / setting description]
[Mood and lighting]
[Foreground elements / visual device]
[Text direction — headline and support copy, if applicable]
[Brand system — colours, typography feel, logo note]
[What to avoid]
[Technical spec — 2048x2048, photorealistic, no text unless specified]
```

### Example Prompt — Long-Time Avoider, Veneers Curiosity

```text
A warm, softly lit dental consultation waiting area in a modern suburban Perth dental clinic. Clean white walls with soft warm lighting. A 35-year-old man sits in a comfortable chair, phone in hand, looking relaxed — not anxious. The room feels approachable, not clinical. Natural light comes from a frosted window.

Main headline text in a clean bold sans-serif: "Been thinking about this for a while?"
Support line: "Book a no-pressure consultation at [Clinic Name]."

Brand colours: [hex codes from client file]. Clean, modern. No cold blues or sterile whites.
Small [Clinic Name] logo in the bottom right corner using transparent logo file. No white box.
Avoid: clinical equipment, close-up teeth, sterile operating room feel, before/after split.
2048x2048. Photorealistic. Australian dental clinic context.
```

### Example Prompt — Professional Angle, Confidence

```text
A confident woman in her early 30s in smart business attire, sitting across a meeting table, engaged and comfortable. She looks like someone who is used to being in client-facing situations. The setting is a bright, modern office. Her expression is natural and confident — not posed.

Main headline text in a bold, clean font: "You're seen before you speak."
Support line: "[Clinic Name] — [Suburb] dental care."

Brand colours: [hex codes]. Professional but warm. Not cold corporate.
[Clinic Name] logo footer using transparent logo file. No white box.
Avoid: showing teeth directly, clinical imagery, obvious dental references in the main scene.
2048x2048. Photorealistic.
```

## Step 9 - Generate In Higgsfield

Use `gpt_image_2` for static ad images where text and layout matter.

Recommended settings:

- Model: `gpt_image_2`
- Aspect ratio: `1:1`
- Resolution: `2k`
- Quality: `high`
- Logo: pass transparent logo as `--image`
- Wait: yes

CLI example:

```powershell
$raw = $prompt | higgsfield generate create gpt_image_2 `
  --image $LogoPath `
  --aspect_ratio "1:1" `
  --resolution "2k" `
  --quality "high" `
  --wait `
  --wait-timeout "20m" `
  --json
```

For each generated image, save:

- PNG output.
- Job JSON.
- Prompt record.
- Manifest entry.

## Step 10 - Build A Contact Sheet

Always review the full set together.

The contact sheet reveals:

- Repeated layouts or same-looking scenes.
- Wrong brand drift (looks like a different clinic).
- Bad logo treatment.
- Weak or generic hooks.
- Hooks that may not pass AHPRA on review.
- Ads that look beautiful but have no specific idea.

Do not judge only one image at a time.

## Step 11 - QA The Images

Score every image from 1 to 5 on each criterion. Add an AHPRA check column.

| Criterion | Question |
|---|---|
| Hook clarity | Can someone understand the idea in one second? |
| Visual originality | Is this a unique concept, not a repeated template? |
| Brand fit | Does it feel like this specific clinic? |
| Text accuracy | Is every word spelled correctly — especially clinic name and suburb? |
| Logo quality | Is the logo clean and transparent? |
| Local accuracy | Are locations, hours, and any claims correct and verifiable? |
| Feed value | Would it stop scroll in a dental category feed? |
| Conversion role | Is there a reason this ad should get a response? |
| **AHPRA compliance** | **Does any element imply a guaranteed outcome, before/after result, or unverifiable claim?** |

Regenerate or rewrite if:

- Text is misspelled — especially clinic name or suburb.
- Location is wrong.
- Logo is boxed, warped, or fake.
- The ad looks like another clinic.
- The image is pretty but has no specific idea behind it.
- Any AHPRA flag was not resolved before generation.
- The hook implies a result or transformation.

## Step 12 - Designer Handoff

Package:

- Final PNGs.
- Preview/contact sheet.
- `prompts.md`.
- `ahpra-compliance-check.md`.
- Transparent logo references.
- Brand scan.
- Research notes.
- QA notes.
- Any weak spots or images to rebuild manually in Canva.

Designer next steps:

- Bring images into Canva for text overlays, brand colour application, and logo placement.
- Create 4:5 feed versions.
- Create 9:16 Story/Reel-safe versions.
- Prepare carousel versions if needed.
- Add final AHPRA-checked copy.
- Export compressed social-ready versions.

### Designer Brief Template

```text
Client:
Campaign goal:
Audience:
Locations:
Services:
Offer/CTA (AHPRA-approved only):

Brand summary:
Colours (hex codes):
Fonts:
Logo file:
Photo style:
Do not use:
AHPRA reminders:

Creative set required:
- [count] service/audience ads
- [count] trust/clinic-feel ads

Research sources:
Hook notes:
Competitor examples:
Review language used:

Final deliverables:
- Square 1:1 PNGs
- 4:5 feed crops
- 9:16 story crops
- Contact sheet
- Canva-ready files
```

## Common Failure Modes

### Failure: AHPRA non-compliance slipped through

Cause: hook was written before compliance check, or language drifted during prompt writing.

Fix: run every hook through the compliance check template before it touches a visual device. Flag to the head if uncertain.

### Failure: Pretty but generic — looks like every other dental ad

Cause: prompt started with "professional dental ad" instead of a specific human moment.

Fix: rewrite from a real audience tension, a specific moment, and a named visual device.

### Failure: Same clinic aesthetic repeated across angles

Cause: one setting or layout was reused across all concepts.

Fix: force each angle to use a different object-world — meeting room, waiting area, outdoor setting, phone, calendar.

### Failure: Off-brand

Cause: previous clinic's style was used, or no brand scan was completed first.

Fix: redo brand scan, pull actual hex codes and tone of voice, name what makes this clinic different from the last one.

### Failure: AI text errors

Cause: too much small text in the prompt, or model invented clinic name spelling or suburb.

Fix: reduce copy in the prompt, always include exact spelling as a constraint ("clinic name is spelled exactly: [Name]"), regenerate or fix text in Canva.

### Failure: Logo looks pasted

Cause: logo was uploaded with a background, or placement wasn't specified.

Fix: prepare transparent PNG and specify "no white box around logo, place in bottom right footer area".

### Failure: Wrong facts in the image

Cause: model invented phone numbers, addresses, years of operation, or awards.

Fix: include strict negative constraints in the prompt ("do not include phone numbers, addresses, or any specific claims not listed here"). Verify all facts before handoff.

## Approval Gates

Do not hand off as final until:

- Brand scan is complete with actual hex codes and tone.
- AHPRA compliance check is documented in `ahpra-compliance-check.md`.
- Every hook passed the compliance check template.
- Hooks were written before prompts.
- Each image has a different visual device.
- Transparent logo was used.
- Contact sheet was reviewed as a full set.
- Facts were checked — clinic name spelling, suburb, any claims.
- Any hallucinated or non-compliant details were regenerated or removed.
- Files are packaged and named clearly.

## Naming Standard

Use:

```text
01-professional-confidence.png
02-bride-checklist.png
03-invisalign-curiosity.png
04-long-time-avoider.png
05-new-patient-offer.png
06-local-trust.png
```

Avoid:

```text
final.png
final-final.png
dental-ad-new-2.png
image123.png
```

## Example Angle Sets By Service

### Veneers Campaign

- Professional Confidence
- Bride Checklist
- Filter Can't Fix It
- Long-Time Avoider
- Budget Curiosity
- Influencer Reality
- Local Trust / Years In Suburb

### Invisalign Campaign

- Almost Ready
- Invisible By Design
- Adult Braces Myth
- Payment Options
- Consultation Entry
- Gen Z No Filter
- Professional Discreet

### New Patient Acquisition

- New To The Area
- First Visit In Years
- Health Fund Check
- Same Week Appointments
- Meet The Team
- Weekend Hours

### General Check-Up Campaign

- Been A While
- Kids First Appointment
- Family Routine
- Prevention vs Cost
- New Patient Welcome

## AHPRA Reference Links

Use these for current compliance guidance:

- AHPRA Advertising Guidelines: https://www.ahpra.gov.au/Resources/Advertising-hub/Advertising-guidelines-and-other-guidance/Advertising-guidelines.aspx
- AHPRA Advertising Toolkit: https://www.ahpra.gov.au/Resources/Advertising-hub.aspx
- Dental Board of Australia: https://www.dentalboard.gov.au
- Meta Ads Library (Australia): https://www.facebook.com/ads/library/?country=AU

Re-check AHPRA guidelines periodically — enforcement priorities and guidance can be updated.

## Research Reference Links

- Meta Ads Library: https://www.facebook.com/ads/library/
- Meta Ads Guide: https://www.facebook.com/business/ads-guide
- TikTok Creative Center: https://ads.tiktok.com/business/creativecenter/
- Pinterest Inspiration Board (SD): https://pin.it/MxcCGMpJq
- Notion Client Brand Assets: https://www.notion.so/shoutoutdigital/34bf2a27ca798050a382ee434eb7ca2c

## Final Output Format

When reporting back, use:

```text
Done.

Created:
- [count] service/audience ads
- [count] trust/clinic-feel ads
- preview sheet
- prompts.md
- ahpra-compliance-check.md
- manifest.json
- transparent logo reference

Folder:
[Google Drive path or link]

AHPRA status:
- All hooks: PASS
- Any flagged items resolved: [Y/N — describe if N]

Notes:
- [any known QA caveats]
- [recommended strongest images for testing]
- [any images to rebuild manually in Canva]
```

## Operating Principle

The ad should feel like the clinic had a good strategist and a good designer in the same room — and a compliance officer reviewing quietly in the background.

If the image is only beautiful, it is not done.
If the hook is only clever, it is not done.
If the brand is only a logo in the corner, it is not done.
If it passed Higgsfield but not AHPRA, it does not leave the folder.

The best result is:

```text
real patient tension + specific visual device + brand-correct execution + AHPRA-compliant hook
```