Seems pretty close to the musculotendinous junction.
I mean, if it hurts significantly under low loads I would aim to:
Keep using heat if it helps
Loosen up the rest of the biceps muscle especially the upper portion and see if that helps relieve any of the issues... moreso than the area itself. Too much soft tissue work to that area can be wonky
Light eccentrics for rehab, but if it's hurting under low loads then I'd aim for a lot of non-painful mobility work through full range of motion if possible.
I would also try to loosen up your shoulders and forearms as well as sometimes tightness in those areas can cause compensations near the elbow
But other than that without more information I don't really know what to say other than see a professional.