This research is presented as a contribution to heritage valuation studies that remain insufficient, particularly when it is intended to recognize the intangible values linked to the city's memory. For this purpose, reference is taken of the hospital complex San Juan de Dios that offers the possibility not only of being interpreted to provide the inputs that complement these attributes in order to establish parameters of greater scope and relevance to the when conducting an equity valuation study but of making a critique of how this information was collected in its Special Management and Protection Plan which, in this particular case, was not taken into account in all its content for the proposal intervention by the ERU.