I got a prescription for Jack Newmans APNO when I was 2 weeks post partum and the cracking/bleeding and nipple pain was out of this world. Within 24 hours the pain had halved and within another day or so the pain was near to gone. I so wish I hadn't waited until then to request a RX. You do not need to wipe it off after applying it before BFing. It's totally safe for baby (so I was told by my super crunchy MWs). You put it on 3-4x/day and you do stop using all other things like lansinoh and gel pads.
Thank you!! I hope my experience is like yours :)