heel pain

about a month ago….a friend was kick starting his bike…… He was barefoot and the kick slipped hitting his heel…..the problem is…..the heel still hurts especially when he first gets up or after riding home from work…….my question would be…….is this a bruise that is just taking a lot of time to heal…..or could there be something else..soaking helps the pain temporarily…but it continues to hurt……if you can give me any advice or help with this I would appreciate it