It is always best to consult with your obstetrician or primary care physician if the breast doesn’t seem to be getting any relief from the nipple cream. If the soreness or chapping persist, this could be the result of another underlying problem.
Another good piece of advice is to get their input about the best nipple cream to use while breastfeeding. Some of these could cause allergic reactions in the nursing mothers and even the newborns, and a physician could be of help in determining which one is best-suited to your needs.