echo heeeeeeelllo | sed 's/\(.\)\1\+/\1/g'
That is, this will output "helo".
The interesting thing here is the regular expression in the s/// command of sed:
\(.\) -- capture any character\1 -- refers to the last captured string, in our case the previous character. So effectively, \(.\)\1 matches pairs of the same character, for example aa, bb, ??, and so on.\+ -- match one or more of the pattern right before it\1, the last captured string, which is the first letter in a sequence like aaaa, or bbbbbbb, or cc.