I found that most butt medications stung kidlet's bottom if her rash had gotten to the point of bleeding... which hers often does immediately... very sensitive skin she has. So I started just using walmart brand triple antibiotic ointment, which is cheaper than neosporin, but works just as well. My doc got to see one of her rashes one time, and agreed that since hers immediately starts bleeding, the ointment was the way to go.
Your heart just goes out to them, when even just cleaning them with a wipe makes them scream in pain... but the moment I'd put that ointment on her, she's stop crying, so in my mind, that's good stuffs!