This work departs from the results of a questionnaire for patients in a primary care center about the social value confianza in doctor-patient relationships. Focus is on the ideological features of this cultural concept and its expression through communication. The purpose is to demonstrate that in visits to the doctor confianza - a characteristic of affiliative face in Spanish speaking communities - has a double function. On the one hand, its function is the creation of closeness relationships that permit the interactants to speak openly –confianza with. On the other hand, it provides the feeling of safety and confidence in the doctor’s professional and social competences (confianza- trust- in). These two meanings are shown through communicative behavior with a social effect on the interactants’ face - facework. In two specific sequences, due to a confianza background, the patient asks the doctor for advice about a personal decision, and the doctor gives the advice. The conclusion is that both significances of the social value confianza complement each other because a socio-emotional atmosphere is created with the final purpose of achieving a good health care.