UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                              WASHINGTON, DC 20549

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                                    FORM 8-K

                                 CURRENT REPORT
                     PURSUANT TO SECTION 13 OR 15(D) OF THE
                         SECURITIES EXCHANGE ACT OF 1934

        DATE OF REPORT (DATE OF EARLIEST EVENT REPORTED): March 25, 2004



                      AMERICAN MEDICAL SECURITY GROUP, INC.
             (Exact name of Registrant as specified in its charter)


      WISCONSIN                         1-13154                   39-1431799
(State of Incorporation)        (Commission File Number)       (I.R.S. Employer
                                                             Identification No.)

3100 AMS BOULEVARD, GREEN BAY, WISCONSIN                             54313
(Address of principal executive offices)                          (Zip Code)

                                 (920) 661-1111
              (Registrant's telephone number, including area code)




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ITEM 5.  OTHER EVENTS AND REGULATION FD DISCLOSURE

         On March 25, 2004, American Medical Security Group, Inc. (the
"Company") announced that the Company will begin to distribute its MedOne(R)
health benefits product for individuals in Kentucky by early summer. A copy of
the press release issued by the Company related to its entry into Kentucky is
attached hereto as Exhibit 99 and incorporated herein by reference.

ITEM 7.  FINANCIAL STATEMENTS AND EXHIBITS

         (c)      EXHIBITS

                  See the Exhibit Index following the Signature page of this
         report, which is incorporated herein by reference.


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                                    SIGNATURE

         Pursuant to the requirements of the Securities Exchange Act of 1934,
the Registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.

                                     AMERICAN MEDICAL SECURITY GROUP, INC.



Dated:  March 25, 2004               /S/ TIMOTHY J. MOORE
                                     -------------------------------------------
                                     Senior Vice President of Corporate Affairs,
                                     General Counsel & Secretary

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                      AMERICAN MEDICAL SECURITY GROUP, INC.
                               (THE "REGISTRANT")
                          (COMMISSION FILE NO. 1-13154)

                                  EXHIBIT INDEX
                                       TO
                             FORM 8-K CURRENT REPORT
                         DATE OF REPORT: MARCH 25, 2004

EXHIBIT                                                                 FILED
NUMBER                             DESCRIPTION                         HEREWITH

  99     Press Release dated March 25, 2004, issued by the Registrant      X



                                      EX-1