You are correct, run_product is no longer supported in Forms 11g, along with a bunch of other things.
Have a look in the Forms Upgrade Guide to get some ideas as to what these various things are.
If you google for running reports from web based forms I am sure that you will find many examples of how to do this.
Please carefully review the Forms Upgrade Guide, as Tony mentioned. You should also take a look at the Forms/Reports Integration Guide, as it will offer some examples of how to properly integrate Forms and Reports using the latest versions.
Forms Upgrade Guide
Forms/Reports Integration (found on the following page)