Smaller keloids can be flattened with a more concentrated kenalog (steroid) injection. Some doctors will add 5-fluorouracil to the mix. In my experience it is better to debulk or complete cut out larger keloids (like your 2x2cm one) and then use modalities to stop the keloid from coming back. These modalities are application of pressure with more kenalog injections as needed or radiation treatments to scar line. Topical steroid mostly that which is impregnated into a tape that is applied to the skin can soften a hypertrophic scar or prevent a keloid from coming back. In my experience the topical steroid alone will not clear a keloid that has already formed.
Guidance on prescribing topical steroids reminds practitioners to prescribe the least strong steroid which is effective for the least possible length of time. A balance must be struck between efficacy and reducing adverse effects. Education is crucial to maximise efficacy and reduce adverse effects. Use of printed information may be helpful (including detail of how to use emollients and topical steroids) and education involving practice nurses to help improve efficacy of treatments and information for patients. Examples can be obtained from the British Association of Dermatologists and the National Eczema Society.