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It is always recommended that for liability and tax issues that one conduct business as an incorporated entity (corporation or LLC) instead of under one's personal name (sole proprietor).
When you take money from people either directly or even though a crowd funding site you expose yourself to the risk of law suit or other action (there's always the risk that people will be dissatisfied with their choice to give you money). In addition, running your business as an incorporated entity allows you to deduct business expenses some of which you wold not be able to deduct otherwise if operating as an individual
In addition, if you are accepting money for equity then you must incorporate otherwise the investors will not have any entity to own equity in.
It's also important to note that since this is a medical device you really want to limit your liability due to the device malfunctioning etc. Privacy is also an important consideration in operating through an entity rather than as a person with your name visible to all.
As far as your name,. you could incorporate and name your company as your first name or you last name. Sometimes it's a good idea (see McDonald's) but if privacy is a concern find a good name that maybe describes what the product is.
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