When this type of nipple cracking and bleeding does not answer to treatment, further evaluation is necessary. It is highly recommended to seek an opinion from a breast consultant dermatologist that can provide further evaluation. Next, they could look at more diagnostic tests or different treatments. Since persistent changes in your nipple may have different causes, seeing a specialist might give you the required treatment for its best care. Second opinion is also recommended if the symptoms do not subside despite treatment.
 

If the cracking of nipple is not responding to ointment what needs to be ruled out is a Paget's disease of the nipple. This requires a clinical examination by a breast surgeon and he or she can guide you further on the same.