I found a solution that works for me. Go to projectoptionslinkeroutput. Then, under file name, click 'override default' to change the file name to 'myproject.hex'. Under format, click 'Other' and select Intel hex format and click OK.
Recompile the project. Then use the Renesas Flash Programmer (available for free from renesas.com) to program the flash memory. If someone else can tell me how to program the flash through IAR instead of using the Renesas Flash Programmer, that would be appreciated. – Jan 22 '14 at 19:06.