Heal Bell is a sound-based move, while Aromatherapy is a Grass-type move. That's it, really. Aside from very niche cases with Imprison and other such moves, this is the fundamental difference between these two. Heal Bell activates Throat Spray, but a Pokémon with this move shouldn't be using that item.
Sap Sipper and Soundproof's immunity to these respective moves only apply to any of your active Pokémon that didn't use the move themselves. This has no effect in single battles, meaning Aromatherapy is always preferred over Heal Bell to avoid Throat Chop disabling Heal Bell.
In doubles, Heal Bell can be chosen over Aromatherapy to effect allies behind a substitute, as well as effect an active ally with Sap Sipper, but Throat Chop remains a problem. You could technically boost an ally Pokémon's Attack if they have Sap Sipper with Aromatherapy, but I doubt it'll provide much use.
TL;DR: Aromatherapy in singles to avoid Throat Chop, Heal Bell in doubles only if your ally has Sap Sipper or uses Substitute.