Application of Theory of Poker on Bluffing in Hold'em

[Shandrax]

I am talking about pages 180ff - Game Theory and Bluffing.

The example from Draw-poker is very clear and instructive, but I am wondering how to transform it in order to use it in Hold'em. The problem is that the river card in Hold'em is exposed, so my opponent gets information.

In contrast, the application in 7-Stud would be easy. My last card is covered, so I can pretend that I hit my flush/straight whatever and bet on my legitimate hands + whenever I hit a bluffcard (although my opponent would be virtually forced to call anyways because of "automatic" 7th street play).

In Hold'em last card bluffs only work on scarecards, so is there a way to transform the example from Draw-poker somehow or can I simply forget about it and bluff whenever I catch certain hole-cards regardless of what the board shows later on?