🤱 breastfeeding

Does anyone know why even after using nipple cream and nipple shields I get bruised and bleeding nipples every time I nurse my baby?

He does not have a tongue tie. He is 7 weeks old and at the moment he is having only expressed breastmilk as the pain is unbearable.

I have seen lactation consultants and the lactation/ feeding team

in the hospital who just suggested me using Lansinoh nipple cream or a nipple shield.