What is Rhetorical Analysis

The chapter aims at determining through a rhetorical analysis the extent in which private medical services are offered to small and medium enterprises over the Internet. The multidisciplinary approach to e-health systems is stressed. Authors present a short description of contemporary changes in health care – client relation as well as the Internet influence on human activity, particularly focused on virtualization of SME and new challenges for medical practice and the medical services market. Rhetorical approach as research methodology is described at length. Subsequently, online offers of four international private medical companies are undergo analysis: two operating in Taiwan and two operating in Poland. Cases from countries of different culture, dissimilar health care systems, a different role of small and medium enterprises and a different level of technology and information systems have been chosen for comparison. The research shows how Internet offers reflect classical rhetorical structures and cultural diversity on the rhetorical level. Internet as e-health medium, from the rhetorical perspective, seems to be still used in very traditional, mainly profit-oriented way.