Blog Posts

Founder Michael Goldberg reflects on urgency, innovation, and the lived experience that drives MediXo By 12 Brand. Last week, I spoke from lived experience. This week, I want to show what that experience builds. At MediXo By 12 Brand, we don’t just talk about urgency—we engineer for it. Axis and Go aren’t concepts. They’re responses. To delay. To fragility. To the silence that too often surrounds rare disease and complex illness. Every module, every advisor, every visual asse

When I look back at the early days of Hugs For Mito, what stands out most is the power of community. Families, patients, and supporters came together to fuel research at Mass General Brigham, and in doing so, we proved that grassroots energy can move the needle in rare disease care. That experience left a lasting mark on me — not just in what we accomplished, but in what it revealed: the gaps in connection, clarity, and comfort that patients and caregivers face every day. Med

We come to this work from lived experience — as patient and caregiver. That perspective drives everything we do. Our focus is simple: to support others who face the same challenges, to ease the burden on caregivers, and to help patients find dignity and better outcomes in their daily lives. Progress in healthcare isn’t just about technology; it’s about empathy, understanding, and creating solutions that truly serve people where they are. The journey is demanding, but it’s als

We’re honored to share that 12 Brand, Inc. | MediXo By 12 Brand has been named MedTech Development Company of the Year in the 2025/26 Corporate LiveWire Global Awards. This recognition reflects the dedication of our team, advisors, and partners as we work to build a defensible, patient‑centered MedTech ecosystem. We’re excited to carry this momentum into our next phase of development and partnerships, continuing to push for innovation that makes a real difference in people’s

Why Services-for-Equity Partnerships Are the Future of MedTech Manufacturing Bringing a medical device from concept to clinic is one of the most challenging journeys in innovation. For companies tackling rare disease and complex illness, the stakes are even higher: patients and families are waiting, and every delay matters. Traditionally, manufacturers have relied on fee-for-service models. It’s understandable — they have employees to pay, facilities to maintain, and investor

The Hidden Tax of Rare Disease & Complex Illness: Why Medical Devices Must Honor the Lives They Sustain By Michael Goldberg, Co-Founder & CEO, 12 Brand, Inc. | MediXo By 12 Brand Have you ever witnessed that moment? A phone buzzes with a medication reminder during a job interview. A child's insulin pump starts beeping during their school play. A grandmother hides her oxygen concentrator when friends visit, choosing breathing difficulties over "being a burden." These aren't ju

The Quiet Revolution: How Connected Medical Devices Are Becoming Lifelines for Rare Disease and Complex Illness Communities We've spent countless mornings immersed in our own health tracking rituals. The meticulous logging, the careful documentation—not because we wanted to, but because complex illness demands it. When you're living this reality, tracking isn't optional. It's survival. Here's what keeps me up at night: millions of us are generating vital health data every sin