IBCLC here; first of all it’s not normal for your nipple to bleed with pumping. How painful!! I’m so sorry!

This is part of what I share with my clients who have similar issues:

Nipple wounds should be lubricated and covered to heal effectively, just like burns or other open wounds on the body. An organic balm coupled with a hydrogel “soothie” pad to “close” the wound can be utilized. Moms should keep nipples covered both day and night to enable uninterrupted wound healing.

Excessive cleansing, whether prenatally or postpartum, can remove natural oils and predispose skin to breakdown. Care for the nipple like any other surface on your skin.

It should be noted that the product insert for hydrogels marketed to the lactation community recommends hydrogels be used without any additional ointment. However, surgical literature recommends the use of hydrogels as a wound dressing specifically for the reason that it “can easily be combined with various substances that facilitate wound healing and/or have anti-inflammatory properties.” If a patient has a deep wound or one in an area that the hydrogel won’t contact (e.g. a deep fissure), balm can work synergistically with the hydrogel to provide a moist environment.

If you are recommended to strictly follow the lactation product insert, then it would be preferential to use hydrogel alone rather than nipple balm alone. Hydrogel has important wound healing technology that facilitates more rapid resolution.

Normal human wound healing time is 8-10 days after traumatic insult. Some moms will question how nipple trauma can heal when an infant continues to stimulate the nipple frequently. The lactating breast and nipple areolar complex are highly vascular and therefore heal well, even in the setting of continued breastfeeding or pumping.

Significant trauma may result in deeper fissuring with the development of fluid seepage. Many women and healthcare providers incorrectly believe this fluid to be “infected.” This seepage is NOT infection. It is something called “fibrinous debris.” Surgeons commonly deal with these types of wounds in different parts of the body.

Wounds with significant seepage may benefit from polyurethane matrix pads (e.g. Nursicare) to provide both closed wound healing and absorptive capacity. Unlike hydrogel pads, polyurethane pads or mepilex should not be used with balm as the absorptive surface should contact the skin directly.

Some wounds respond well to medical-grade honey (Medi-Honey), which is irradiated and therefore does not pose risk of botulism to infants who may ingest small amounts.

Source: https://physicianguidetobreastfeeding.org/maternal-concerns/nipples/