When I'm teaching a beginner how to set the hook when using an articificial bait, this is what I tell them: When you detect a hit, drop your rod tip (if it isn't already down) and reel up the slack at the same time, then just bring your thumbs up to your chest as quickly as you can. If they actually are able to complete the manuver, they either missed the fish or never had a fish take the lure. I also teach them to always be facing where the lure entered the water.
That, to me is a basic hook set and if your fish become unbuttoned, you're either giving them slack during the fight, or your equipment (line or rod) is to blame. Rod tip speed and the amount of line you move during the hook set, IMO, are the keys to success.
When 5 1/2ft. broomstick rods and stretchy mono were what was being used for worm fishing, a lot of fish were lost because not enough line could be moved to overcome the stretch of the mono. IMO, that is when a 'cross their eyes' hook set mentality began. Some of the pros were using heavy mono to reduce that factor and the rod industry soon after started offering longer rods, but that hook set remained.